IKEA: Furnishing Our Dreams

Belinda Archer | shots 130: September 2011

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It’s hardly the biggest spender on the block, but IKEA’s worldwide campaigns have reeled in the customers and the biggest awards in the industry. So what makes the Swedish furnishings giant tick when it comes to the creative edge? Belinda Archer settles into her Torbjörn swivel chair and finds out

 

An elderly fellow is working the land with his grandson in some obscure rural community. A cart laden with people trundles by and a girl cries

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