Ikea France have built a pop-up apartment in the vastly spacious, but intensely bustling, Auber railway station in Paris, 30m underground. Five people even won the opportunity to live there, and their experiences attracted worldwide media attention.

L’Appart IKEA continued the Ikea tradition of audacious and effective marketing, creating a space for the fast, smart and beguilingly plain in a city renowned for its architectural elegance.