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Ikea recreates display home of Syrian family in Scandinavian store to raise millions for war victims

Mirror logo Mirror 11/11/2016 Patrick Lion

Credits: Youtube/Unlimited Awesome Random Video, Ikea

Credits: Youtube/Unlimited Awesome Random Video, Ikea
© Provided by Trinity Mirror Plc

An Ikea store has created a replica of a home in war-ravaged Syria as a display room within one of its stores to raise more than 20 million euros for victims of the crisis.

Ikea's flagship Norwegian store in Slependen created this extraordinary showroom - a 25sqm space of cinder block walls and sparse furnishings based on a real home.

The original home belongs to Syrian mother Rana, who is raising four children, aged 4 to 6, in an unfurnished home in the capital of Damascus during the bloody war.

The price tags and posters in the room reportedly tell the story of the challenges facing Syrian families.

Customers could choose to donate through slips on the price tag as part of the promotion with the Red Cross for two weeks last month.

About 40,000 customers visited the room each week, raising 22 million euros, Ad Week reports.

The idea was created by ad agency POL, whose art director Snorre Martinsen said the team had visited the family and learned how they survived.

"We already had a lot of footage from within Syria, but no matter how emotional it was, nothing got close to the experience of visiting people in a war zone," Martinsen said.

"We realized we could give Norwegians that experience.

"Placing a Syrian home next to all the Scandinavian homes was obviously a brave move from the warehouse, but it made it clearer than any TV commercial how crucial it is to donate and help."

According to CNN, Rana told the charity: "When we had to flee to this area to find safety, we did not have enough money to rent a better place.

"We have no money to buy mattresses and blankets, or clothes for the children."


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