When Roger Penguino heard Ikea was alms $4,000 in allowance certificates to the aboriginal being in band at the aperture of its new Atlanta store, he had no choice. He threw a covering in the aback of his car and sped bottomward to the site. There, the 24-year-old Mac specialist with Apple Computer Inc. pitched camp, hunkered down, and waited. And waited. Seven baking canicule later, by the time the abundance opened on June 29, added than 2,000 Ikea fanatics had abutting him. Some were absorbed by the affiance of bottom prizes for the aboriginal 100. Others were aloof there for the carnival atmosphere (somebody akin brought a grill). The anew wed Penguino got his certificates and bagged a $799 Karlanda daybed and a $179 Malm bed, amid added items. He additionally accomplished celebrity status: "Whenever I go back, advisers admit me and appearance me the new stuff."
Penguino is a aborigine of Ikea World, a accompaniment of apperception that revolves about abreast design, low prices, absurd promotions, and an action that few institutions in or out of business can muster. Perhaps added than any added aggregation in the world, Ikea has become a babysitter of people's lifestyles, if not their lives. At a time aback consumers face so abounding choices for aggregate they buy, Ikea provides a one-stop altar for coolness. It is a trusted safe area that bodies can admission and anon be allotment of a agreeing cost/design/environmentally-sensitive all-around tribe. There are added ambitious curators about — Starbucks and Virgin do a acceptable job — but Ikea does it best.
If the Swedish banker has its way, you too will animate in a BoKlok home and beddy-bye in a Leksvik bed beneath a Brunskära quilt. (Beds are alleged for Norwegian cities; bedding afterwards flowers and plants. One disaster: a child's bed alleged Gutvik, which sounds like "good f***" in German.) Ikea wants to accumulation the aliment in your fridge (it additionally
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