IKEA created an experiential rock-climbing wall to promote the opening of its 30th store in France. Set up in front of the Clermont-Ferrand Cathedral, the eye-catching installation stands 30-feet high and is equipped with grips, steps and furniture for brave consumers to climb (using harnesses and with the help of professional rock-climbers, of course). The wall is designed to mimic a house floor plan, and is decorated with real IKEA furniture. Climbers are encouraged to navigate the wall to experience the furniture first-hand as they make their way to the top. Since no experiential campaign is complete without a social media component, consumers are encouraged to share the eye-catching installation with friends via their own social channels using the hashtag #IKEAClermontFerrand. The campaign is an excellent example of how IKEA is using experiential marketing to successfully send a message, while also strengthening relationships with consumers by creating a memorable, hands-on interaction with the brand. Read more about IKEA’s experiential campaign here!