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Ikea created a reality show that traps a group of young Spanish contestants in the “pre-Ikea” ‘90s.

Sep 22 2021

Ikea created a reality show that traps a group of young Spanish contestants in the “pre-Ikea” ‘90s. Blurring the lines between reality, fiction, and marketing, Ikea’s latest campaign, titled “Trapped in the ‘90s,” celebrates “how Ikea’s products have democratized design” in the 25 years it has existed in Spain. Taking the form of a ’90s reality show, the eight-part series sees the group of contestants living together 24/7 while learning how to survive without any modern technology. The show is available to stream online and has garnered a massive fanbase so far by tapping young consumers’ endless nostalgia for the ‘90s. (Adweek)