Earlier this week, I received my first-ever IKEA catalog. At nearly 400 pages and about a half-inch thick, it’s easily the largest piece of direct mail marketing I’ve ever seen show up at my house. There’s been steady talk about the new store all year. Some simply marveled at the shear size of the building that was being erected. For those who have never seen an IKEA, try to imagine an immense, bright blue warehouse of a building with the enormous words "IKEA Home Furnishings" christened in bold yellow letters on all four sides of its exterior. It’s kind of like the country of Sweden just planted a 415,000 square foot flag right next to the interstate. Some people buzzed about the new store constantly as though the appearance of a new brand in town promised to positively effect the quality of their lives. In fact, hundreds of people lined up several days ahead of its grand opening, not unlike the throng of Star Wars geeks who camped out for the premier of The Phantom Menace. Fight Club‘s Narrator, an unnamed, wispy shell of a man played by Edward Norton, would probably be there as well if he actually existed here in the real world. He’d be among his people. People who had become "a slave to the IKEA nesting instinct."

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