The Extraordinary journey of the pop-up wardrobe

  • 6 August 2014
The Extraordinary journey of the pop-up wardrobe

JACK Arts has worked with a number of publishing houses recently, coming up with engaging and theatrical stunts to promote new releases and engage fans, old and new. So when the team were approached by Harvill Secker to create a campaign to generate awareness of debut novelist’s, Romain Puertolas book, The Extraordinary Journey of the Fakir Who Got Trapped in an IKEA Wardrobe, the team decided to think big, commissioning the build of not one, but two full-sized wardrobes. The first found its home at Waterstones in Piccadilly, as a backdrop for the authors book signing. The second was sent out onto the streets of London, visiting the Southbank, Soho Square and Kings Cross, giving the general public the opportunity to win a copy of the book by tweeting a picture of themselves from inside the wardrobe, #ikeafakir was a hit!

“You couldn’t ask for a better or more visual and fun stunt to spread the word about the book.” Kate Green, Publicity Manager, Harvill Secker.