I found this documentation about "pioneer work" in modern Russia really interesting. You can literally feel the excitement when the masses are rushing into the newly opened store, grabbing everything they can and trying to be the first who buys this yellow sofa or that blue chair. Later, we are allowed to take a look into the flats of these people, narrow, low rooms stuffed with huge dark furniture, and we understand just too well the longing for something new, colourful.
The rites of the IKEA family, starting with the blue and yellow sweaters that the employees just seem to wear always, at home as well as at work, and ending with the hymn "We are IKEA, here we come", that is sung to the guitar at the open fire, appear strange and amusing, but there are very sad scenes in the film, as well, like the interview with the old woman who has been waiting for hours in the cold hoping to win a sleeping sofa at the tombola because she does not even have a bed.
Unfortunately, not many people have seen this movie and I believe it was only released in Germany. If you have the chance to watch it and if you have ever bought something at IKEA, watch it!
The rites of the IKEA family, starting with the blue and yellow sweaters that the employees just seem to wear always, at home as well as at work, and ending with the hymn "We are IKEA, here we come", that is sung to the guitar at the open fire, appear strange and amusing, but there are very sad scenes in the film, as well, like the interview with the old woman who has been waiting for hours in the cold hoping to win a sleeping sofa at the tombola because she does not even have a bed.
Unfortunately, not many people have seen this movie and I believe it was only released in Germany. If you have the chance to watch it and if you have ever bought something at IKEA, watch it!
