IKEA: Mänland, Nursery for Men by The Monkeys for IKEA

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IKEA: Mänland, Nursery for Men

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Industry Department Stores & Shopping Malls
Media Ambient
Market Australia
Agency The Monkeys
Released September 2011

Credits & Description

You've probably seen the 'boyfriend chair' in clothing stores for bored shopping companions. Now IKEA has taken the concept one step further by creating a “crèche” for retail-weary men, complete with Xbox consoles, pinball machines, continuous televised sport and free hot dogs. MÄNLAND is being trialled for four days this Father's Day weekend [Sept 2 in Aus.] as a male-only play space to hang out in while wives and girlfriends peruse the aisles. Publicity manager Jude Leon said the idea was modelled on the Swedish furniture giant’s existing child play area, SMALAND. Ms Leon said women were given a buzzer to remind them to collect their other half after 30 minutes of shopping.

Advertising Agency: The Monkeys, Australia
Via: work that matters