Spiderman’s new living room?

In order to promote a new superstore coming to Clermont-Ferrand in the middle of France, Ikea installed a fully functional climbing wall of inexpensive modern furniture outside of a cathedral.

All of the decor on the 30-foot-high vertical floor plan is by the brand, natch, with a few visible, strategically placed holds for easier gripping between the colorful Reidars and Poängs.

It’s the latest collaboration between the furniture company and Paris-based creative agency Ubi Bene, which together have pulled off some interesting collaborations in the past — most of which edge into the public spectacle end of the spectrum for an unconventional variety of publicity stuntage. It’s open to the public and looks like a lot of folks are checking it out.

All of which raises an important question of would you rather: spend a sleepy night in a showroom, or get physical and navigate your way to the top of this thing?