7 June 2014

IKEA’s Life At Home report

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putting people first
by experientia

Core77 has drawn my attention to IKEA’s newly launched Life At Home report, which explores the home lives of people all over the globe, with a focus on the morning routines, habits and wishes of those who live in Berlin, London, Moscow, Dubai, New York, Paris, Shanghai and Stockholm.

As Core77 correctly points out, with a focus purely on the numbers, the study is “absent any cultural explanations, and is therefore subject to misinterpretation; for example, upon reading that 59% of Londoners start their mornings with a shower or bath while only 8% of Shanghaiers do, one might conclude that the latter city is filled with unwashed masses. But those familiar with East Asian culture will realize it’s much more common to do the washing-up there before bedtime.”

Still, the study is very wide in scope and has some great photography easily accessible in a visually striking site.

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