The Swedish summer can be unpredictable and often quite cold. But in a new outdoor campaign from IKEA, made in collaboration with Åkestam Holst NoA, the brand aimed to maximise the available sun hours.

A specially built billboard, controlled by a GPS motor, reflected natural sunlight to outdoor seating areas that would otherwise be in the shade. Thanks to the GPS, the mirror's angle was automatically adjusted in real time according to the sun's position to ensure a moment of warmth for cafe users.

The campaign went live in June in Stockholm at selected locations where the outdoor seating would otherwise stand empty and alone in the shadows, an approach which was praised by cafe owners and visitors alike. ​

Making the most of one’s resources is at the heart of IKEA. That's why this idea felt just right. The hope is to take the installation on a larger tour in the future to help chilly café-goers across the country.