BRIEF Create an experiential direct mail campaign that showcases the opening of IKEA Memphis to local IKEA family members. ACTIVATION 300 interactive invitations were posted to IKEA family members. Each invitation opens to reveal a pop-up Beale Street. Peeking through the windows revealed delicately styled rooms featuring IKEA furnishings. Interacting with the touchpoints on each box enabled invitees to play the blues, with loops created by sampling the sounds of the home- kitchen drum kits, glass piano melodies and bluesey guitars combine into a unique remix.