Ikea's In-store Opera Shows Drama of Home Assembly

Four-Night Show in London Store Uses Ready-Made Sets

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LONDON (AdAge.com) -- The assembly of flat-pack furniture is a common enough flash point for domestic dramas, but Ikea has taken the concept further by inviting an opera company to stage a full dramatic production at one of its London stores.

The show, titled "Flatpack," offers answers to questions such as "Why is my bookcase called Billy?" "What is domestic harmony?" and "What do our homes have to say about us?" The opera is performed by Mammoth Music Theater.

Four classical singers, a cellist, a pianist, an accordionist and four percussionists, plus a cast of actors and dancers -- many dressed in traditional Ikea yellow and blue -- are performing the opera in front of an unsuspecting audience for four nights only. The show takes advantage of ready-made Ikea sets to represent different areas of domestic life, while a guide helps the audience navigate from one scene to another.

And if customers to work up an appetite during the performance, they can take advantage of a special "opera meal deal."

In addition to traditional instruments, cheese graters, wine glasses and saucepans add an extra dimension to the domestic tension. The opera claims to "explore issues encountered in everyday modern life and how our consumer decisions and domestic interaction with others are indicators of more profound life choices and personalities."

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