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This article was published on August 21, 2015

    A respected literary critic reviews… the IKEA catalogue

    Mic Wright
    Story by

    Mic Wright

    Reporter, TNW

    Mic Wright is a journalist specialising in technology, music and popular culture. He lives in Dublin. He is on Twitter at @brokenbottleboy. Mic Wright is a journalist specialising in technology, music and popular culture. He lives in Dublin. He is on Twitter at @brokenbottleboy.

    “It’s a book that aims to endear itself to us, by putting us in a positive frame of mind. The book by IKEA could be criticized for featuring more pictures than characters. It has a lot to say, but much could be considered junk…”

    Hellmuth Karasek, a famous and influential novelist and literary critic in German-speaking countries, has obviously tried to build some IKEA shelves before.

    This ad for IKEA is wonderful. It’s just Karasek reviewing the catalogue in a typically droll and Germanic way.

    IKEA [YouTube]