Swedish furniture giant Ikea has been filming on Hastings seafront as part of a new advert.
The film set popped up last week opposite Robertson Street.
The filming is the latest in a long line of cameras to roll into town in recent years.
In 2011 actresses Gemma Arterton and Soairse Ronan were in town to film Byzantium. An old seafront building was used in the film shoots as well as along Bottle Alley and the East Hill.
A huge entourage of trailers and vans decamped in the car parks opposite St Mary-in-the-Castle.
Since 2002, Hastings Old Town has been synonymous as the backdrop to hit ITV detective series Foyle’s War starring Michael Kitchen.
Viky Anderson, spokeswoman for Ikea, said: “We don’t have much information to share at this stage other than that it is one of a few locations.
“I can confirm that it was Hastings as one of the locations.”
According to Wikipedia, as of January 2008, Ikea is the world’s largest furniture retailer.