The old Top Shop on Oxford St will soon be an Ikea. While they are carrying out the refurbishments they've made the front of the building look like a massive Ikea blue bag. I love this.
It's a simple idea, maybe the most obvious idea, and all the better for that. Nothing else needed.
I keep waiting for the 6 minutes BTS video on LinkedIn by some agency talking about the activation and the purpose and everything else. Nothing yet but lots of chat in the marketing press. The creative agency was Mother.
It was built by Embrace Building Wraps and the stats we really want come from Scaff Mag, the scaffolding industry's leading source for cutting edge news and commentary. In their article they report that "the installation necessitated 1,000 linear metres of scaffold tubes and 2,400 m2 of environmentally-conscious PVC-free (Kavalan Sunlight Weldable) scaffold wraps – a space equivalent to 44 double-decker buses." Marketing journos take note.
Related: 12 years ago I wrote about Massive Happy Things.