Now at IKEA, Time Travel

See how the Swedish home retailer helps real couples, shopping in a real showroom, envision their future, all with the help of a world-renowned hypnotist.

By Kathleen Corlett | Updated Aug 15, 2014 11:18 AM

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Ikea Time Travel Experiment

Photo: Courtesy of IKEA

Who doesn’t love IKEA? Whereas other furniture purveyors mainly appeal to one or another niche market, IKEA appeals as much to students furnishing a dorm room as it does to homeowners remodeling the kitchen. With something for everyone, the Swedish megastore makes aspirational living truly affordable, enabling us all to design and decorate our spaces in ways that respond to our lifestyles and reflect our sensibilities—our dreams, even. And, boy, are they dealing in dreams these days.

For a brand-new online video promotion, the folks at IKEA have pulled out all the stops to show how the store remains a touchstone in our lives, even as we mature and transition through life’s game-changers. For help, the company enlisted world-famous hypnotist Justin Tranz, who leads some IKEA customers through a very special experience—a trip through time. That’s right, we’re talking time travel. And yes, we’re as excitedly bewildered as you are.

Hypnotized, couples walk through a showroom, entering bedrooms and bathrooms, seeing how IKEA products set the scene for the beginning and end of any day. That apparently includes moments which the volunteers actually believe they are living through, not in a busy showroom in the present day, but in their own private homes in the future.

“At IKEA, we believe that life happens everyday,” says Johan Wickmark, catalogue manager at IKEA. “That it’s on those seemingly ordinary days the magic happens, when life takes shape and changes, and it’s for those moments we create our products and solutions.”

Check out the magic in the teaser trailer below, then join us in waiting anxiously for the full video, going live Wednesday, August 20. We’ll bring the popcorn.

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