Unpacking IKEA

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Focusing on the cultural significance of Ikea, this ethnography delves into why the store transcends its role as a mere retailer. Through extensive interviews, Garvey examines the unique relationship customers have with Ikea, revealing its status as a 'cultural package' that embodies everyday life and classlessness. The study tracks the journey of Ikea furniture from the store to consumers' homes, uncovering the deeper meanings and experiences associated with the brand's widespread appeal.