The Swedish summer can be unpredictable and often quite cold. But in a new outdoor campaign from IKEA, made in collaboration with Akestam Holst NoA, the brand aims to maximize the available sun hours. A specially built billboard, controlled by a GPS motor, reflects natural sunlight to outdoor seating areas that would otherwise be in the shade. Thanks to the GPS, the mirror's angle is automatically adjusted in real time according to the sun's position to ensure a moment of warmth.
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