19.02.2011 15.Adar l, 5771
Two weeks ago, one of Israel's two IKEA branches burned to the ground. A thorough reading of the catalog illuminates the deep connection between the store and its local fans.
The IKEA catalog for 2011 is a hefty volume of almost 400 pages containing photographs of products, listing their prices and adding technical specifications. But it also tells a story. That may explain why the catalog also functions as reading material, constantly leafed through in living room and toilet, even in the absence of a concrete intention to buy anything from it. Catalogs of office equipment and descriptions of items available at perfumeries get thrown out; the IKEA catalog stays at home….