Picture the scene before you – you know it well – the standard one, trotted out for decades now by the self-satisfied, oh-so-earnest mega-charities: sub-Saharan Africa, swollen-bellied children so far-gone into their destitution they barely swat at the buzzing flies. But, wait, you’re not in sub-Saharan Africa, you’ve just left the A5, on your way to Milton Keynes. Those fly-blown children? Glassy-eyed Millenials. The flies themselves? Babies. Oh, forsaken one, you’ve found yourself at Ikea.
Take a closer look at these desolate people around you as you ascend the escalator – they will be your group, your tribe. Together, you will venture through this strange land. It won’t be done on purpose, there will be moments where you find yourself almost alone – these will be the worst, when the immensity of this place begins to bear down on you, the weight of the precariously stacked plastic tchotchkes, the forest’s worth of balsa-wood spoons dumped in steel cages, the aluminium garlic presses in their hundreds, all feels like it will crush the sanity from your tortured brain – but, inevitably, one of your tribe will wander back into view. The site of that collar-popped striped shirt, those third-best yoga pants, the flip-flops, will set you at ease. Here, here in this mad bricollage of Euro-chic consumer goods, here is something you can hold onto.
You will stick to the predetermined paths that shepherd you along the ‘long, natural way’, only very seldomly venturing off to examine the mesh backing of the FLINTAN, the lumbar support of the FJÄLLBERGET, or the thread count on the SKÖRPIL. These paths will usher you on your way, offering a subconscious balm against that greatest of all fears, the threat of becoming lost, going feral and living out your days in the cramped, kaleidoscope world of the showrooms. No, by sticking to the paths, egged on by the unattended screams of your tribe’s offspring, you’ll safely make your way to the juncture.
A choice is now forced on you, which, admittedly, can be a bit of a shock after the structure of the showrooms – do you break your pilgrimage, and head to the food dispensary, or do you venture forth into the ‘market hall’? The hollow rumblings of your stomach decide for you, and unerringly your feet guide you past the ‘market hall’ and into the ‘restaurant.’ You queue amidst the other millenials, grasping plastic tray in both hands. Why have they put the dessert first, you wonder idly as you grab yourself two servings of the Swedish apple cake. Good thing too, as, though you don’t know it yet, the ‘veggie balls’ you spoon onto a plate subsequently will leave you feeling hungry before you even exit the store. Even with the two pints of Norwegian lingonberry sparkling water!
Temporarily restored, you brave once more the surging crowds, re-inserting yourself into the flow and sweeping through the cavern-like maw of ‘the market.’ You notice, bobbing along in the swirling mass, the heads of some of your tribe – unbeknownst to you, it seems they too succumbed to the vagaries of their mortal frame. Their harried, ungulate expressions reassure you, and you calm enough to begin examining your surroundings. The swing-top KORKEN stacked metres high? You can’t go wrong at £1.75! Get 5! The 18-piece FÄRGRIK? £13.50? Get two! Ooh, what a sweet design on the GLÖDANDE! Get three in case one chips. Alas, you must be having fun, as your meandering course, assisted by the shuffling herd around you, has brought you to the end of the market – a hole in the ground.
As you descend the escalator, you’re assaulted – olfactorily. Laid out beneath you stretch hundreds of scented candles, and their individual waxy odours blend to a miasma that chokes ever more thoroughly as you descend. Tugging your loved ones along, you rush through to clearer airs and find yourself –
in the flatpack. A farness of flatpack. A warehouse worthy of any seaport, situated within the store, now stretches before you. Banners hang from every row’s end, depicting and naming the ‘designers.’ As one, they smirk down on you. They know this place is theirs. They run the gamut from corn fed all-American to bright-eyed Slav and on to canny Eurasian and can be anywhere from 28 to 73 (but, though it won’t be until you’re safely ensconced in the car and bootling down the motorway, the thought creeps up on you – only one gender is ever represented), and they all have the same expression. The only thing that wards off the fascistic is the size – just shy of your Nuremberg banner. The only escape from their ever-present gaze is to duck into the aisles themselves, to be confronted with their creations – handily disassembled and packaged for your convenience.
Dodging in and out of momentary respite, you see it ahead of you – the goal of this odyssey – the discount den. You pass by the spare SKORVA and the stacked LÖNSET, paying them no attention at all. How can you delay, when some other schmuck might snatch the mis-matched FÅGLAVIK set? The ever so slightly-lumpy HÖSTFIBBLA must be yours! Success! You wrestle the cracked BJÖRKSTA from the boney clutches of some sucker’s gran and rush over to the till.
The queue is three groups deep, and, due to the various trolleys, baskets and carts each are possessed of, you are forced to abandon your comrades to wait. You quickly pass your wallet to your partner and dash. The Norwegian lingonberry sparkling water has returned.
You get back in time to catch the final cash through. Congratulations, you’ve just spent £783.56.