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Swedish furniture giant Ikea has proven many times before that they know how to raise some hype through proper advertising. At the end of the month a new store opening took place in Clermont-Ferrand, for this event Ikea teamed up with Ubi Bene, a creative agency that managed to erect a 3d vertical apartment filled with Ikea furniture and a professional rock-climbing wall.

The wall measuring 9m x 10m came with a couch, cupboards, coffee tables, chairs, cabinets, carpets, towels, wardrobe, dressers, trays, display shelves and the main protagonist, a queen sized bed in which you`ve been basically invited to climb into. You can of course stop on your way to rest on a couch, a chair or if you want, even a cupboard if you get tired. From what we’ve heard it took a bit of effort to fall asleep in the bed but we have to try it to make sure.