×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Design Agency Trolls Ikea, Places Its Own Product for Sale Inside the Store

Upwell Sneaks 'Walhub' Into Ikea to See How Shoppers Like It

Published on .

Indie design studio Upwell had a smart product -- Walhub, a switch cover that doubled up as a storage for keys, mail, umbrellas or scarves. But how could they test how marketable and saleable the product was? Focus groups be damned, because there's Ikea.

An Upwell employee dressed up as an Ikea employee, packaged the product to look like it belonged in the store -- even tweaking its moniker by adding an umlaut. Then they sat back and saw what happened.

For more exciting ideas in brand creativity, tune in to Creativity-Online.com, follow @creativitymag on Twitter or sign up for the Creativity newsletter.

Most Popular