PAX it!

Background

IKEA’s PAX wardrobe system can be endlessly expanded with additional modules. The challenge was to find a simple way of communicating this unique selling point right at the most common point of sale: online. By now, people buy most of their clothes online. The idea was to target a fashion-centric group. The kind of people who can never have enough space in their closet and they were surprised during their all day online shopping tour with a small clever idea.