If you live in a major metropolitan area like New York, Boston, or San Francisco, where land is at a premium and apartments are already tiny and expensive, then you can’t swing a FLÄRDFULL or a FYRKANTIG without seeing a news story on this micro-apartment trend.
Here are a few links to get you caught up.
- New York Micro-Apartments Aim To Be Cozy, Not Cramped
- South Boston To Get Hundreds Of Micro-Apartments
- Are Micro-Apartments What’s Next For San Francisco?
Not only are these apartments in areas that are dominated by the IKEA customer (young, somewhat stylish, and mostly broke urbanites), but the very idea of them immediately makes one think of the little home-scapes that IKEA actually sets up in their very stores. The entire IKEA showroom is nothing but (micro) life-sized dioramas of awesome apartments, filled to the brim with ÖDMJUKS and SMÖRBOLLS.
Hell, people have even tried to live in the stores themselves.
So the idea is simple.
IKEA should buy the naming rights to one of these developments, much like a brand buys naming rights to a stadium. So for instance the South Boston development might be called “IKEA Place Harborside Apartments” (I’m not a copywriter, but you get the idea).
And of course, all of the kitchens, and other more permanent fixtures in the units, would naturally be from IKEA.
And to ratchet this up a notch, all residents of the development would have some sort of membership card that would provide them with a 15% discount on all IKEA purchase while they were residents.
Seems like it works to me. The developers get the project subsidized (with private money) and IKEA gets brilliant and ongoing exposure to their precise target market, by providing actual intrinsic value to the residents.
So when this actually happens, all I ask is that maybe there is a little fountain outside of the building, that has a plaque commemorating this post.
When the de facto goal of an advertising agency–or any other organization for that matter–becomes nothing more than to make the quarterly numbers (or to do whatever it takes to make the client happy), the tether to the hearts of its employees is cut. This is why caring about doing great work is important. This is why your employees need to be proud of whatever is on the computer screen in front of them at all times. We have all seen how much advertising people despise staying one minute past 5:00 to do mediocre work. On the other hand, when they are doing something they are genuinely proud of, you cannot force them to go home.