Search “Ektorp” on Google and you will always end up on an Ikea sofa. But it is also a village near Stockholm. And when we talk about “Kallax,” we’re talking about a bookcase. While the name comes from the Lapland plot. These ‘stolen’ names are now comically highlighted by the Swedish Tourist Board, under the slogan ‘Discover the originals’. “It’s time for everyone to get to know the places behind the world-famous names,” says Marketing Director Nils Pearson.
IKEA has “stolen” a name at least 21 times. These places are now being repainted by Sweden’s Tourist Office. To be clear: The Tourist Office has no problem with IKEA being completely country-inspired. This was demonstrated by the Marketing Director who co-created the campaign, Nils Pearson. “We are very proud of IKEA. They have already made these places world famous by naming their products. But now is the time for everyone to learn about the places behind the world-famous names. It is not incomprehensible when you learn that ‘Bodviken’, a sink at Ikea, is also one of the locations UNESCO World Heritage as a mountain lake in northern Sweden.
To further the campaign, banners were placed in various places in Sweden with the inscription: “More than an IKEA item”. IKEA itself also believes that it is a successful campaign. Seems like a “nice initiative to make the stories behind our items more popular”. some examples:
Järvfjället is more than just an office chair
Avid gamers can have it at home: Järvfjället. The chair takes its name from the northern part of Lapland. Where there are no 5G towers and almost no civilization. In the hottest month – July – the temperature is barely 11 degrees. An ideal camping spot according to the tourist office.
Kalax, more than a closet
Kallax is a village in North Lapland. The name comes from Finnish and means Fish Bay. According to Visit Sweden, they are known for cooking with fermented herring or sourstrotting.
Mesmerizing, more than just a trash can
Trash can be a secret in your bathroom. But when Swedes speak of Toftan, it is referring to one of the many lakes in central Sweden. The lake is located in the province of Dalarna.
Pullmain, more than just a toilet brush
The well-known Pullman toilet brush costs only one euro. But it’s also a giant lake in the Småland region – which is also the name of the arboretum at Ikea.
Bodviken, more than just a washbasin
Why wash your face in the sink when you can jump into a mountain lake? In this case, the lake is located near Bodviken, on the Höga Kusten (High Coast). At 286 meters above sea level, Bodviken Bay has the highest coastline in the world. The land mass continues to rise by about 8 mm per year. So Bodviken is included as a UNESCO World Heritage Site.
Stubbarp, more than paws
Stubbarp are the legs under the Ikea cabinet. But it is also a property on the south coast of Sweden. Stubbarp was built by Colonel Peter Sjöcrona in the Dutch Renaissance style and completed in 1852. The area is also known as the Kullaberg Peninsula, according to Visit Sweden, with its steep cliffs, stunning scenery, and rocky beaches.
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