Say what you like about the Swedish megastore chain Ikea, I’ve been a fan for decades. Just looking up from my desk I can count eight Ikea bookshelves, two file cabinets, and the actual desk that I’m sitting at. And although I generally abhor shopping malls and big box stores, I can happily while away an afternoon wandering an Ikea and snacking on their vegan meatballs with lingonberry jam and binging on äppelkaka for dessert.
Last week the marketing powerhouse announced a new scheme to lure book lovers into one of its magastores. They are opening pop-up reading rooms in select locations. The first, in conjunction with the Man Booker Prize people, is in Wembly, London. Customers are invited to schedule hour-long reading breaks in specially outfitted reading lounges. I’m hoping that this scheme will reach my two local Ikeas. I’ll be first in line with a bag of Swedish licorice for sustenance.