IKEA display ‘window’ has ‘baffling’ view of Chelmsley Wood housing estate

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An IKEA shopper was left baffled when a ‘window’ in a showroom display had view of a Chelmsley Wood housing estate.

Jo Smith was shopping in the furniture giant’s Wednesbury story when she spotted what looked like a familiar sight.

And it turned out the charity worker’s instinct’s around the view proved spot on.

READ MORE: Solihull Council jobs – see the roles that are currently up for grabs

The scene through the ‘window’ of the showroom setup was a corner of a housing estate from the ‘Wood.

“Baffled” Jo, 52, and from Chelmsley Wood, first noticed the display as she was visiting IKEA Birmingham, in Wednesbury.

“I was up there with my younger daughter. It was just so strange,” Jo explained.

“I looked and I thought ‘that’s Chelmsley’ – I’m born and bred so I know my area.

“I thought it was so random because of the distance between Chelmsley Wood and Wednesbury.”

Upon investigation, it transpire the showroom had been inspired by the Solihull housing estate in a move described “genius”.

The room set has been designed with families from Chelmsley Wood in mind as part of a brand new dining department at IKEA Birmingham.

The Swedish furniture giant wants to provide solutions to the “real-world” problems many grapple. As such, they spoke to families in Chelmsley Wood to create a living space fit for the real wold.

And paying homage to the local contribution to the living-room design, a view of Chelmsley Wood was added to the design’s ‘window’

Jo, who works for Birmingham Foster Carers Association, described the move as “genius” and said it was good to see IKEA “embracing diversity” by catering towards different families and styles of living.

“It’s about how you make your home for your children,” she added.

“Having been a mother and a grandmother, your home environment can impact on your children. It’s important they have got somewhere to play and grow.”

IKEA said the room was designed in collaboration with a local family who told the retailer about the challenges they had with their own home.

“At IKEA we like to ensure that our room sets represent local styles and influences to help our customers connect with what they see, and for that reason our room sets differ across the country,” a spokesperson said.

“This room was based on a visit to a local customer’s home, during which we ask about the challenges they have with their home, their needs and dreams for it.

“With their permission, these insights then informed the room display, showcasing possible solutions to a real-world problem.

“We’ve included some small touches such as pictures and the view through the window to help our customers connect to our range, home furnishing expertise and inspire them with simple, cost-effective solutions to improve their everyday life at home.”

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