Pauline Garvey - Unpacking IKEA: Swedish Design for the Purchasing Masses

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Unpacking IKEA

This book represents the first anthropological ethnography of Ikea consumption and goes to the heart of understanding the unique and at times frantic popularity of this iconic transnational store. Based on a year of participant observation in Stockholms Kungens Kurva store the largest in the world this book places the retailer squarely within the realm of the homebuilding efforts of individuals in Stockholm and to a lesser degree in Dublin. Ikea, the worlds largest retailer, is the focus of intense popular fascination internationally, yet is rarely subject to in-depth anthropological inquiry. In Unpacking IKEA, Garvey explores why Ikea is never just a brand for her respondents, and questions why it is described in terms of a cultural package, as everyday and classless. Using in-depth interviews with householders over several years, this ethnographic study follows the furniture from the Ikea store outwards to probe what people actually take home with them.

Pauline Garvey is senior lecturer in the Department of Anthropology at Maynooth University, Maynooth, County Kildare, Ireland.

Culture, Economy and the Social

A new series from CRESC the ESRC Centre for Research on Socio-cultural Change

Editors

Professor Tony Bennett, Social and Cultural Theory, University of Western Sydney; Professor Penny Harvey, Anthropology, Manchester University; Professor Kevin Hetherington, Geography, Open University

Editorial Advisory Board

Andrew Barry, University of Oxford; Michel Callon, Ecole des Mines de Paris; Dipesh Chakrabarty, The University of Chicago; Mike Crang, University of Durham; Tim Dant, Lancaster University; Jean-Louis Fabiani, Ecoles de Hautes Etudes en Sciences Sociales; Antoine Hennion, Paris Institute of Technology; Eric Hirsch, Brunel University; John Law, The Open University; Randy Martin, New York University; Timothy Mitchell, Columbia University; Rolland Munro, Keele University; Andrew Pickering, University of Exeter; Mary Poovey, New York University; Hugh Willmott, University of Cardiff ; Sharon Zukin, Brooklyn College City University New York/ Graduate School, City University of New York

The Culture, Economy and the Social series is committed to innovative contemporary, comparative and historical work on the relations between social, cultural and economic change. It publishes empirically-based research that is theoretically informed, that critically examines the ways in which social, cultural and economic change is framed and made visible, and that is attentive to perspectives that tend to be ignored or side-lined by grand theorising or epochal accounts of social change. The series addresses the diverse manifestations of contemporary capitalism, and considers the various ways in which the social, the cultural and the economic are apprehended as tangible sites of value and practice. It is explicitly comparative, publishing books that work across disciplinary perspectives, cross-culturally, or across different historical periods.

The series is actively engaged in the analysis of the different theoretical traditions that have contributed to the development of the `cultural turn with a view to clarifying where these approaches converge and where they diverge on a particular issue. It is equally concerned to explore the new critical agendas emerging from current critiques of the cultural turn: those associated with the descriptive turn for example. Our commitment to interdisciplinarity thus aims at enriching theoretical and methodological discussion, building awareness of the common ground that has emerged in the past decade, and thinking through what is at stake in those approaches that resist integration to a common analytical model.

Other series titles include:

Markets and the Arts of Attachment

Edited by Franck Cochoy, Joe Deville and Liz McFall

The Known Economy

Romantics, Rationalists, and the Making of a World Scale

Colin Danby

Unpacking IKEA

Swedish Design for the Purchasing Masses

Pauline Garvey

First published 2018

by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

and by Routledge

711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an informa business

2018 Pauline Garvey

The right of Pauline Garvey to be identified as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

Names: Garvey, Pauline, 1971 author.

Title: Unpacking IKEA : Swedish design for the purchasing masses / Pauline Garvey.

Description: 1 Edition. | New York : Routledge, 2018. | Includes bibliographical references and index.

Identifiers: LCCN 2017029615 | ISBN 9781138793965 (hardback) | ISBN 9781315760704 (e-book)

Subjects: LCSH: Ikea (Firm)History. | Furniture designSweden. | Industrial designSweden. | Product differentiationSweden.

Classification: LCC NK2595 .G37 2018 | DDC 749.09485dc23

LC record available at https://lccn.loc.gov/2017029615

ISBN: 978-1-138-79396-5 (hbk)

ISBN: 978-0-8153-9395-5 (pbk)

ISBN: 978-1-315-76070-4 (ebk)

Typeset in Bembo
by Apex CoVantage, LLC

For Hugh

Contents

1. i
2. ii

Ethnographic research for this book was a genuinely enjoyable experience, and thanks are due to many people who helped me along the way. Ethnographic research is always dependent on the generosity of strangers, and I would like to acknowledge the exceptionally kind people who made my experience of Stockholm so rich and who allowed me to spend afternoons and evenings in their homes. I owe a debt of gratitude to Helena Wulff for tirelessly assisting me in getting established in Stockholm and encouraging me in pursuing this project. I am also deeply grateful to Christina Garsten for unstinting encouragement and generous advice during and after my time in Sweden. Likewise, I am grateful to various members of the Ikea management teams in Stockholm and Dublin who met with me and allowed me to establish a base in the Kungens Kurva arrivals atrium for some months.

I would like to thank Daniel Miller, Kevin Hetherington, Adam Drazin, Johan Nilsson and Lawrence Taylor for reading and commenting on drafts of my work and Christina Garsten, Brian Moeran and Alison Clarke for commenting on the chapters that are in print elsewhere. I have benefited from questions and comments made by the staff and students who attended department seminars in the anthropology department in Stockholm University, Queens University Belfast, University College London and Maynooth University. I was grateful for the invitation to participate in Johan Lindqvist and John Freyers

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