Cinema sleepover? Furniture store replaces theatre chairs with beds in Moscow ad campaign

MOSCOW – A furniture store has taken over a Moscow cinema, allowing theatregoers 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 theatre’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.

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