Frieze's 20-year retrospective of itself continues apace, and wow, it's like running into an old flame on a train platform.
I hadn't thought about Daniel Birnbaum's 1996 essay, "IKEA at the End of Metaphysics" in years, but wow, it's just all flooding back.
From a Heideggerian perspective IKEA best sellers such as 'Billy', 'Ivan', and 'System 210' do not represent a corruption of everyday life, but have merely formalised what is already there; the IKEA catalogue only makes the tendency towards uniformity more conspicuous. Heidegger's global 'levelling' is not a critique of the common forms of everyday life as such, but of their passive acceptance. At the end of metaphysics, levelling is complete - no one questions the catalogue.Obviously--well, now it's obvious, anyway--my own Ikea X Enzo Mari mashup project has its origins in the critical perspective of the company and its ideology which Birnbaum mapped out 15 years ago, and which I absorbed.
Also, I'm reminded how I miss Jason Rhoades.
IKEA at the End of Metaphysics [frieze.com/20/ via ronald jones]
