I appreciate IKEA is going for chill here, but ‘enjoy the luxury of just being’ is what an authoritarian regime says when you’re supposed to be grateful you’ve not been purged yet.
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Couldn't agree more!! Nothing wrong with being present and expressing gratitude for what you have, we all know that's a healthy mindset to adopt, but my definition of luxury is not being stuck in the chaotic maze of capitalist fury that is an Ikea 😂
Every time I wander down IKEA’s arrow directed paths, my inner-me expects that eventually I’ll arrive at an idyllic Swedish utopia.
Instead, I always just end up at Bedding and Textiles.
Luxury, in this case, seems less about plush excess and more about the enforced serenity of a holding pattern. A marketing koan, softly coercive … like a lullaby with teeth.
No one sells minimalism without implying you had too much to begin with.
Our provincial government (New Brunswick, Canada) decided a few years ago that all our license plates would have “Be… in this place” as our provincial motto. We’re officially the bare subsistence province, under the thumbs of our capitalist overlords
Ah yes, IKEA, the place where relationships go to die. The phrasing seems a bit “enjoy your existence while it lasts, because we’re not letting you last long here”.
To be fair, this poster could be a calming message during one of the hours-long searches for the exit door. A simple reminder to take a break on a display chair and reassess your mental map and emotional state could make all the difference.
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IF YOU SEE ANYONE NOT ENJOYING , REPORT THEM IMMEDIATELY TO YOUR LOCAL COMMISAR .
Instead, I always just end up at Bedding and Textiles.
No one sells minimalism without implying you had too much to begin with.
#linguisticveld