Ikea is one of my least favorite places in the world. Seriously, I wake up in cold sweats. It’s creepy. But hey, it’s affordable furniture, some of it looks half-okay, and they seem to be in on their own Swedish weirdness, which opens up some interesting story possibilities. Their advertising utilizes a quirky Swedish narrator, true, but the real story street cred comes from two recent projects in particular: star studded web series Easy to Assemble, and Ikea heights, a web based melodrama shot entirely in the Burbank California Ikea Store without the store knowing. Yes, you read that part correctly, someone made a whole cheesy story, sorta-kinda mocking Ikea, and Ikea not only didn’t sick legal attack dogs, but actually seemed okay with it. Impressive.
It’s all filmed covertly inside a Burbank, Calif., store as unwitting customers browse the Ektorp sofas and Poang chairs in the background. At six episodes and counting, Ikea Heights has become a modest Internet sensation.
(IKEA Heights in Canada’s only national weekly current affairs magazine - Maclean’s Magazine)