To promote a controversial poster series designed by 12 internationally renowned street artists, IKEA faced the ultimate challenge to combine commerce and credibility. This called for unusual means. Over night, stencil artist M-City covered the complete IKEA store in Berlin with one of Europe’s largest murals, a guerrilla Instagram account broadcasted a live stream of the stunt. Spread via social influencers of the online street art scene, tagging turned real.