IKEA Hangs Mattresses in Paris For New Campaign

Agenda reports a new campaign from IKEA which consists of 39 mattresses wrapped to look like billboards and hung in major Paris railway stations. We wonder how long it will be before Parisians tire of the campaign, rip the mattresses from the ceiling and hop on for a nap. Or how about all those teens who are looking for a place away from their parents to get a little closer to their girl/boyfriend? Looks like IKEA has some nifty experiencial marketing going on.