IKEA is marketing its big annual sale with a line of clever furniture pieces made entirely out of the company’s very own flat pack furniture packaging. IKEA commissioned advertising agency AUGE Headquarter in Italy to make a big splash for their 40% sale, and that’s exactly what they’ve done by designing a table, a chair, and a table lamp – all made out of cardboard.

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IKEA was the first company in the world to realize the benefits of flat pack furniture in 1956. By creating furniture that consumers assemble themselves at home with just a few simple tools, the multinational firm created a revolution in the industry. Not only does flat packing save materials, but it also saves transportation costs since more pieces can be shipped at the same time. IKEA’s new line of furniture is more than just a brilliant marketing campaign. It is also a celebration of the firm’s resource-saving legacy.