Abstract

IKEA delivers societies.

IKEA is a purveyor of social structuration.

98% of the people depicted in the IKEA catalogue are young.

92% of them are blond.

They all have some sort of family life.

They are either children, or busy having children.

Everything IKEA manufactures is aimed at turning the sphere of domesticity into a sunny, happy, apolitical space inhabited by contented, healthy, young people.

The sense of a home or a household’s life, however, may also be constructed from day to day in quite different fashions.

Not all of us are healthy.

Not all of us are young.

Not all of us are into having children.