How Ikea pops up everywhere

Mar 26, 2015 | by Tessa van Stokken | Art, Event

About the author

This isn´t my Sweet Diary or some way to express anger and frustrations. I don't write analyses so you can create a sharp opinion, and I definitely won´t explain some complicated subject. I don't expect you to get a laughter attack or get inspired to become the new Wubbo Ockels. I live a normal life and sometimes write stories. I don't know why either.

On the principle of ‘Home is where the art is’, Ikea decided to bring art to the people. With its new Street Art collection twelve pieces of art are selected, designed by street artists from all over the world. New York-based graffiti artist John Crash Matos and Dutch artist Erosie, among others, are being asked to underground-up the Dutch households. The collection is available from April, but this weekend Ikea’s very own op-up Store in the Utrechtsestraat offers a sneak preview. Visitors can not only see and buy their own piece of art, but also discover how it’s been created.

IKEA street art collection

Ikea in the Museum of Modern Arts

Although Ikea rejected a massive game of hide and seek (21.000 attending) in their Amsterdam store earlier this month, we can entitle them as champ in worldwide tactics and expansion. The Swedish home furnishing giant has been planting its blue and yellow flag in places you’d never expect. As proven by a marketing prank by Ikea the Netherlands, that’s gone viral last week. An Ikea painting of the Street Art Collection was placed in the Museum for Modern Arts in Arnhem, where you can find millions worth of art.

Ignorant visitors are asked to give their vision, bluffing the painting was ‘clearly a form of symbolism and probably worth over 2,5 million euro’. Another visitor asserts that the name of the artist, Ike Andrews, sounds familiar. By doing this Ikea shows you the art world just like Ikea wants you to think it is: clöse to höme.

Be aware: unlike the Billy Bookcase, the Street Art collection is limited available. You snooze, you lose.