Tag Archives: Hyperreality

IKEA: The Wonderful Everyday…

Inside-IKEA-Kansas-City-11.jpg

… or bearing ‘no relation to any reality whatsoever […] its own pure simulacrum’??? Simulacra and Simulation (1994) Jean Baudrillard

The ‘simulations’ are more interesting than the market place because they offer a narrative-of-possibility, within which you, yes YOU, are the hero: Anything would prove to be possible if you lived in a room like this – an unreal space, with no dust, no dirt, no humanity, no humanness, and therefore, no mess – a hyperreality, a fishbowl, a vacuum. There are no drains, no bins, no wires, no junk – or rather, there IS junk, but it is ‘IKEA junk’, manufactured junk with clean, clear lines – so not ‘real’ junk. There is – in the world of IKEA (not dissimilar to the army) – an IKEA version of everything, including IKEA toys, IKEA fairy tales (just look at the warnings against climbing up bunk bed ladders) as well as the mandatory IKEA ‘fast food’.

Yet it feels real, like you are a flaneur of the interior, a voyeur, peeping into a private space with everything present, accept the one key, notable, necessary and bizarre absence – The Occupants. Real Fake Reality. So much so that the toilets boast explanations that ‘non-display’ toilets are available in the restaurant. Why not ‘real’ toilets? Or would that become too post-structurally confusing altogether…?