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This Australian company’s cheeky dig at Ikea is pure genius

It’s hard to be anything but positive about IKEA – the flat-pack genius who has revolutionised the way we buy and build homewares.

At least, that’s the line of thinking as you walk around its enormous yet cleverly laid-out stores, and admire all the impossible to pronounce products.

But it’s a different story when you get your box of flimsy materials back home, then spend hours of your life trying to assemble the thing, dropping Allen keys and f-bombs the whole time.

Well, Aussie company Koala has seized upon these hidden frustrations with the Swedish company, which was created by Ingvar Kamprad (he’s the ‘IK’ in IKEA) all the way back in 1943.

But more than just make light of them, Koala has decided to absolutely ram the point home, taking out a massive billboard metres away from IKEA in Tempe, Sydney, which reads: “NÖFNIDEÅ? No tools, no worries”.

we love ikea. you love ikea. but we also know that there’s probably some things about the ikea experience that could be improved. like the whole what-the-eff-do-these-instructions-mean-oh-my-god-i’m-so-angry-where-did-that-screw-go-and-if-i-ever-see-another-allen-key-i’ll-scream thing. ⠀ ⠀ all koala products come with 4-minute, tool-free assembly. ⠀ ⠀ no tools, no worries. ⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ #ikea #sweden #meatball #billboard #interiordesign #homedecor #funnybillboard #pitchfork #shotsfired #sydney #startup #furniture #noidea #allenkey #flatpack #modular #flatpackfurniture #designideas #interiors #design #productdesign #australiandesign #scandinavian #swedishdesign #ig_sweden

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Get it? Because NÖFNIDEÅ looks like the name of a confusing IKEA product? You get it.

While Koala has been careful to say they “love IKEA”, the company took out the ad as a way of highlighting that they have expanded their offering from mattresses into the realm of furniture as well.

“There is a lot we take from Ingvar’s vision and apply it to what we are trying to achieve here at Koala. ‘Create a better everyday life for the many people’ … one with four-hour delivery, four-minute assembly and no tools, of course,” Mitch Taylor, founder at Koala, said in a statement to Mumbrella.

“As we add furniture products to our offering, we realised that even though we love IKEA, the experience can be frustrating. The walking around the store, the relationship-ruining assembly, and having to chuck it out when you move house.

“We want to change the way everyday Aussies buy furniture and celebrate Australian design at the same time.”

About the author

Joe was Junior Vice-President at Compu-Global-Hyper-Mega-Net until it was bought out by Bill Gates. He now subedits for Conversant Media and considers it a step up.

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