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Cibertúlia

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Março 15, 2008

Min gud, Ikea!

Miguel Marujo

«[...] A Copenhagen University academic has just produced some research that has shaken every Dane to his irreducible Viking core. He analysed all the products in an Ikea catalogue according to name. What he found was startling. It seems that Sweden's all-conquering furniture firm quite shamelessly names its fanciest futons, tables and chairs after Swedish, Finnish or Norwegian places, while reserving Danish place names for doormats, draught-excluders and cheap carpets.

Min gud, as they say in Danish. That has set the kat among the pigeons. The Danish press has accused Ikea of “symbolically portraying Denmark as the doormat of Sweden”. Ikea's response is that the Danes “appear to underestimate the importance of floor-coverings”. [...