Ikea in New Zealand: build-up falls flat with news of a shop in a few years' time

The Guardian - Jan 11, 03:53 GMT

Swedish furniture company’s long-awaited announcement revealed ..

Swedish furniture company’s long-awaited announcement revealed ... a long wait for a store

The stage was set, a tentative announcement had been made, and the foreign minister was already claiming credit for it. Breaking news alerts had been sent by the major media outlets and liveblogs prepared to transmit Ikea’s vision for New Zealand to the people. Even Sweden’s ambassador, Par Ahlberger, told those assembled that he was an ambassador for Ikea, according to Stuff.

But on Friday, as the tension reached fever pitch, reality came crashing down like a set of badly assembled drawers. The vision was more a back-of-envelope sketch showing Auckland would get a store and some point in a few years’ time, plus there would be another, smaller one, in the South Island.

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