Movie slumber party: Beds replace theater seats in Russia
IKEA replaced a movie theater’s seats with beds in its Russian “Awake Love” campaign
A furniture store has taken over a Moscow cinema, allowing theatergoers to enjoy what more closely resembles an enormous slumber party than an afternoon at the movies.
This week the Swedish furniture giant IKEA replaced a movie theater’s seats with beds in its Russian “Awake Love” campaign. The switchover took place in the Moscow suburb of Khimki, not far from a branch of the store beloved by many Russians.
The campaign, which lasts until Dec. 14, is modeled after a similar event at a Paris music hall in 2010.