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IKEA Created A Reality Show With A House Where People Are Trapped In The 90s
By Ell Ko, 09 Sep 2021
Image via IKEA
What better way to celebrate IKEA’s 25th anniversary in Spain than to trap contestants in an intentionally terribly-designed house, Big Brother-style, to force them to realize what a privilege accessing IKEA has been?
In each episode of Atrapados en los 90s (“Trapped in the 90s”), a small luxury of modern-day convenience is revoked and replaced with something else a little less appealing.
These contestants, born after the 90s, have “never known life without IKEA.” The furniture giant and all its reliable flat-packed goodness have always been there for them. So, that convenience and familiarity is stripped back in the eight-episode series produced by the brand’s Spanish branch.
For example, in episode three, the contestants’ mobile phones are taken away, and they get to experience taking a photo that can’t immediately be viewed for the first time.
“The bedding is itchy and heavy, the kitchen utensils are scattered all over the place and the bathroom is too small to do a beauty routine in,” the brand describes. Photos of the house showcase a delightful throwback to interior design synonymous with the time, memorializing the bygone era.
Image via IKEA
More information about the show, alongside photos and the episodes, are available on the Spanish IKEA website. The program was produced alongside advertising agency McCann Worldgroup Spain.
Let’s take this as a reminder of what good IKEA has done for us during its time in existence, and appreciate this particularly sneaky “can’t live without” marketing.
[via afaqs!, video and images via IKEA]
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