Friday, August 24, 2007

IKEA - Emeryville

After years of clever marketing, and now, the developments of Flatpack homes, IKEA has turned more into a lifestyle than a furniture retailer. IKEA has mastered the art of aspirational shopping. If you buy one of their MDF shelf units, you too could live the contemporary modern lifestyle showcased in the sample apartments set up in the giant shops, complete with the square footage. They're sort of like showhomes without ceilings, except there are two problems:

1) The sample apartments don't have ceilings or doors, so they look much bigger than your own home of comparable square footage.

2) The fake apartments are built around the standard-sized IKEA furniture, creating a custom built-in look.

Unfortunately, most houses don't come in IKEA standard sizes. Perhaps the flat pack houses do?

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