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IKEA

"The Joy of Storage"

9 January 2015

60s


A murmuration of magnificence

Another iconic wonder from Ikea is presented for our delectation... and what a wonder it is. Storage is today's theme; primarily the storage of clothes - so inspiration is taken from our feathered friends and applied to a bundle of garments which becomes a flock on the wing.

Dougal Wilson does - as ever - a stunning job with this. The flock soars over the earth, coming to land for brief respites only to move on when dangers threatens.

In turn they resemble huddled penguins, sea-bound gulls, gaggles of geese, gamebirds, crows; finally swooping in through an open window and finding their destination - the welcome nest of the well-organised wardrobe system.

In a perfect afterthought, a lone, late T-shirt hurries in last and glides into a drawer just in time; the last starling in the murmuration. It's so well done, you end up feeling these are sentient items deserving of our respect and admiration for their endurance and fortitude. Superb stuff.

UK

Furniture Retailers


CREDITS
Creative Agency: -1 Mother
Director: -1 Dougal Wilson
SFX: -1 Jonny & Will
Edit House: -1 Final Cut
Editor: -1 Joe Guest
Colorist: -1 Jean-Clément Soret
Sound House: -1 750MPH
Sound Design: -1 Sam Ashwell
Mother
Final Cut
750MPH
Review posted: 9 January 2015 - 11:45
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