After reading in Pruned about Ikea’s labyrinth condition and its visualization of pedestrian models, the company’s eagerness to Conquering becomes clearer. Buyers’ minds are intentionally remote-controlled to certain corners of the shopping-space.
The Swedish giant already governs the field of cheap design worldwide, erasing any trace of local tastes. As Theo Deutinger states, New Year’s Day is now globally shifted to 1st August, when Ikea releases its new catalogue, the only printed medium with larger circulation than the Bible.
Consequently, the Blue-and-Yellow Empire has somehow captured every home mattress, worktop or threshold. In an older entry in this blog, it was shown the role of IKEA in unwillingly providing a public consumption-park in Shanghainese everyday entertainment. In New York is providing free public transport, by means of a rapid ferry connecting two sides of the city, either for clients or not. And in Badalona (Spain) it has appropriated of the aerial view of the city from above, with its large-scale sign painted all over the roof.
Like in the Spanish, British, Dutch, Austro-Hungarian or French Empires, its soft-colonialist strategy is constantly playing Risk, assuming rulers’ roles. Aiming higher sales, it is already improving open spaces and mobility in cities. Will Ikea also be another Sun-Emperor providing urban facilities, such as social housing with standard dimensions, fitting its own products?
[image 1>pedestrian modelling of ikea agent trails by ucl bartlett] [image 2> colonial expansion of ikea by td] [image 3> ikea new york ferry via newyork seriouseats] [image 4> aerial view of ikea badalona from googleearth]