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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 one iconic transnational store.
Based on a year of participant observation in Stockholm's Kungens
Kurva store - the largest in the world - this book places the
retailer squarely within the realm of the home-building efforts of
individuals in Stockholm and to a lesser degree in Dublin. Ikea,
the world's largest retailer and one of its most interesting, 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 store' for its
customers, 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.
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 one iconic transnational store.
Based on a year of participant observation in Stockholm's Kungens
Kurva store - the largest in the world - this book places the
retailer squarely within the realm of the home-building efforts of
individuals in Stockholm and to a lesser degree in Dublin. Ikea,
the world's largest retailer and one of its most interesting, 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 store' for its
customers, 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.
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