This was a reference to the lottery system used by the furniture giant to select the people who will be able to enjoy the hot baths. However, the operation has been faulted, above all, for its perceived environmental cost. It is “an ecological aberration”, “a communications operation in the image of a brand with little regard for the environment,” the Groupe écologiste de Paris said.
However, Ikea defended its initiative, writing in ’20 Minutes’ that the operation was “compliant with the Paris City Hall’s charter for ecologically responsible events in the French capital.
The Swedish company added that it would use low-energy bulbs as well as recycled but well-treated waste water from the French capital.