In 2012, Ikea created the smallest store. Two months ago, it created the smallest Instagram website. Three weeks ago, it created an interactive video catalogue. And now…

Ikea has created an apartment that is a 9 x 10 metre high climbing wall in the city of Clermont-Feraud.

French creative agency, Ubi Bene, devised the installation to promote the opening of the 30th Ikea store in France.

The Ikea apartment climbing wall is 9 metres high and 10 metres wide. It is fitted with steps and grips, so that anyone can climb in, around and over the beds, cabinets, tables, chairs, sofas and accessories…in other words, test out Ikea’s furniture in a way no one ever has before. The wall is being manned by professional climbers to help those who want to give it a shot.

It is open for four days. It’s free and it’s open to anyone.

Some of Ikea’s other look at me promotions have been lighting a forest with LED lamps to celebrate energy efficient bulbs, teaming with Airbnb to give people the chance to spend a holiday getaway night in one of its stores, promoting its new catalogue (an actual book) as if it were next gen technology and giving people a taste of their future after hypnotising them.

Ubi Bene is no stunt novice either. When the new Paris zoo opened on April 12th, for example, the agency set up giant empty crates in front of popular monuments in the city, including the Eiffel Tower to make it look as though wild animals had escaped from them. On each crate was a picture of an animal such as a giraffe, zebra or jaguar and information about the grand opening of Paris’ Zoological Park was written on the sides of the crates.

And check out what it did for Adidas’ All In or Nothing campaign for the World Cup.