Youth Talk

Sometime last month, I made my first trip to Ikea after deciding I finally had reason enough to do so. I needed a floor cushion and since purchasing it I have been putting it to good use. The trip was delightful. I enjoyed marveling at the mock living spaces and the latte at the end of my visit.

Being a homebody, everything that Ikea stands for excites me. More specifically, I love the idea of creating a cosy environment at home where you can stay in many a morning or look forward to retreating after a day or night outside. As such, I’ve long been enamored by the store way before its doors first opened on the island.

It’s no doubt that Ikea is a successful enterprise. With stores in more than thirty-eight countries and across four continents, I realise I’m one of its many fans. Several factors besides the nice furniture can be credited to the store’s success, namely, its setup. Once entered, the store must be scaled in its entirety before a cashier is sighted, forcing customers to look through everything. This usually means that shoppers end up buying more. An additional reason that can’t be missed out is the food apparently. I know many who would head there just for a meal and there’s always people having a bite there at any time of day.

But more than the attractive designs of their furniture and the food, I think Ikea’s main selling point is more abstract than architecture and home décor. For me, it was easy to see that what Ikea really sells is a sense of harmony between individual and home along with togetherness.

A while back, I wrote about another Scandinavian export that piques my interest –the concept of hygge (pronounced hoo-gah), a word the Danes have that sort of equates to comfort, cosiness, and a “settled in” feeling. It seems that Ikea too heavily draws upon this concept adding to its popularity.

So yes, my slight obsession with the store, evidenced by my growing collection of their catalogues, is somewhat brought on by my introversion and love for the indoors. Then again, in this heat, can you blame me? It is also Ikea’s careful attempt to market on something close to everyone’s heart: a space you can call home. Oh, and the biscuits.