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Brief Published: 13 Oct 2011

Ikea’s Manland, Sydney

Extra

Playing on the dread felt by many men at the prospect of a lengthy shopping trip with their female partners, Swedish home furnishings retailer Ikea is trialling a controversial adult (male) version of its children’s play area in its Sydney store.

Called ‘Småland’ (Manland in Swedish), the area is a tongue-in-cheek piece of design, which is typical of the brand’s playful approach to promotion. The special area – launched in September to coincide with Australian Father’s Day – is a cosy, testosterone-fuelled haven featuring sofas, hot dogs on tap, constant football playing on flat screen TVs, and computer consoles.

Manland is currently being promoted as a temporary addition to the store, although, as yet, no end date for the trial has been announced. For more on the psychology of shopping from a gender-centric perspective, see The Gender Divide, Online.

Ikea

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