The brand, the click and the wardrobe

How IKEA created an innovative media space out of something we see almost every day – but barely notice.

IKEA’s modular Pax closet system is one of its most popular products. The system is perfectly adaptable to the size of your home and the amount of clothes, shoes or laundry you need to store in it. German agency Grabarz & Partner decided to generate some more fame for the Pax in an appropriate but underused space: the online retail checkout button. On a well-known German e-tail site, the familiar shopping basket icon was replaced with a Pax closet which expanded depending on how many items the internet shopper bought. When they clicked to pay, they saw a personalised banner adapted to the size of their purchase, and were directed to an IKEA site showing the appropriate Pax format. A big idea in an unexpected place.