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Ikea (Allegedly) Releases Assembly Instructions for Couch Fort, Other Improvised Living Room Shelters

By Rain Noe - May 15

As a kid, I thought the fun of building a couch fort came from figuring out the engineering yourself. Russian marketing agency Instinct, of whom Ikea is a client, disagrees. According to AdWeek, Instinct put together this quarantine-time campaign for Ikea Russia:

The fact that the copy at the bottom of each "plan" is in English (why isn't it in Russian?), and with typos, makes me suspicious it came from a marketing agency at all. But maybe someone with clumsy fingers translated it from Russian. "Who knows. I don't know. I don't know anything about that. Could be fake news. We can do a lot of things. We'll see what happens."

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Ikea (Allegedly) Releases Assembly Instructions for Couch Fort, Other Improvised Living Room Shelters

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Rain Noe

I’m a lapsed industrial designer. I was born in NYC and figured I’d die there, but a few years ago I abandoned New York to live on a farm in the countryside with my wife. We have six dogs.