Sweden’s weather can be unpredictable and chilly even in the summer, so people try to make the most of all-too-brief sunny moments. Ikea stepped in to help with a special billboard that uses a mirror from its catalogue to reflect light onto shady areas and maximize time in the sun.
The billboard, created by agency Åkestam Holst NoA with Havells and Ocean Outdoor, is controlled by a GPS motor that adjusts Ikea’s Nissedal mirror in real time based on the sun’s position. As a result, it reflects natural light onto outdoor café seats that would otherwise be shady.
A 45-second film depicts a test of the technology in Stockholm, noting that, “Outdoor furniture deserves sunshine. But not all are that lucky.” Thanks to the billboard, patrons are able to remove some extra layers and enjoy a drink outside.
“We know how crowded outdoor seating areas can get when the sun comes out,” Ikea Sweden marketing communication leader Jonas Westberg said in a statement. “At the same time, it’s a bit sad for us at Ikea to see outdoor furniture standing empty and alone in the shade. To give people more places to enjoy the sun and to ensure that more outdoor furniture is used, we created this initiative, which has been praised by both visitors and café owners.”
The goal is to take the installation on a tour of Sweden to help more chilly café patrons.
“At its core, it’s a simple innovation that represents what Ikea stands for: smart solutions for many people,” Åkestam Holst art director Michal Sitkiewicz added.
The idea of making the most of fleeting sunlight was also at the heart of Magnum’s Cannes Outdoor Grand Prix-winning “Find Your Summer” campaign, which used real-time weather data on digital OOH ads in Glasgow, Scotland.
