After beauty retailer Sephora targeted the French capital’s metro system with vending machines, it is now furniture giant Ikea that has chosen the tunnels for an unusual advertising campaign.

The Swedish chain has furnished the Saint-Lazare, Champs-Elysées Clemenceau, Opéra and Concorde metro stops with lamps and sofas from its new Ektorp and Karlstad collections.

With Ikea being associated with affordable and disposable furniture, it is likely that the campaign aims at demonstrating the durability of the designs.

Just last month, Sephora set up vending machines in Parisian metro stations to sell small bottles of the CK One unisex fragrance (the same vending machine provider, ZoomSystems, has just inked a deal with The Body Shop).

Both campaigns hint at companies trying to target customers on the move, especially in situations where they have few other distractions from the product.

Ikea’s sofas will be in place through March 24. AFPrelaxnews