IKEA wraps Copenhagen in flat-pack OOH campaign

IKEA has rolled out a city-wide OOH campaign in Copenhagen by wrapping buildings, buses and street installations to resemble oversized flat-pack boxes, turning its most recognisable packaging format into the campaign’s core creative asset. The executions replicate IKEA’s signature brown cardboard aesthetic, minimal typography and barcode-style labels, instantly signalling the brand without relying on heavy copy or product visuals. 

By extending the flat-pack design across multiple urban touchpoints, the campaign reinforces IKEA’s promise of scale, accessibility and availability, with the line “Now the larger items are also in stock” subtly anchoring the message. Transit media, construction scaffolding and freestanding installations are used contextually, making the idea feel native to the city rather than imposed on it. 

The campaign demonstrates the power of simplicity in OOH, using a familiar brand code to create high-impact visibility while seamlessly integrating into the urban environment. By turning everyday city infrastructure into an extension of its packaging world, IKEA delivers a clear, consistent brand message through form rather than overt advertising.