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Sweden collects place names from IKEA


(CNN) – Bolmen: your toilet brush. Toftan: your trash can. Misterhult: your bamboo lamp. These exotic-sounding names IKEA gives to your household products are familiar words to Swedish speakers – often named after famous destinations.

And now the Swedish tourist board is picking up those names in a new marketing campaign, designed to let people know about stylish originals, as well as fakes.

This toilet brush, for example, is named after Bolmen, a pretty tree-lined lake in the Småland region of southern Sweden.

And this trash can? Toftan is another beautiful lake, this time in the Dalarna region in the center of the country. Misterhult, meanwhile, also in Småland, is an enchanting archipelago of 2,000 islands – or a lamp.

The campaign, titled Discover the Originals, brought together 21 popular IKEA products and paired them with their namesakes, with the aim of making the originals as iconic as the products that bore their names.

Nils Perrson, Marketing Director of Visit Sweden, said he did not resent the names of IKEA.

“We are proud of IKEA and in a way you can tell that they have helped us make Swedish places world famous through the names they have taken for their products,” he said. stated in a press release.

But he added that the time had come to “show the originals behind the product names”.

Bolmen is a beautiful lake, say the locals, not just a toilet brush.

Olle Kirchmeier

Particularly because, such is the power of IKEA, a simple online search for these locations will usually bring up the product listing before anything related to the location.

Kallax, for example, is more than an IKEA shelf – it’s a gorgeous seaside spot in Swedish Lapland, famous for its particularly tangy fermented herring. And Höljes Forest – known to IKEA fans as a lamp – is actually one of the least populated areas in Sweden.

There’s even a UNESCO protected area in there – Bodviken, a mountain lake in the high coast protected area of ​​northern Sweden. IKEA has it as a sink.

“More than a toilet brush”

For the countryside, a sign reading “Welcome to Bolmen: more than an IKEA toilet brush” has been erected by the lake.

A spokesperson for Visit Sweden told CNN: “The neighboring towns are very proud of this initiative to reclaim the lake to be known as an IKEA toilet brush and are fully behind it.”

“We appreciate that IKEA named a product for our beautiful lake … But now we would like to show the world that Bolmen is much more than an item you clean your toilet with,” said Magnus Gunnarsson, a city councilor. . , in a report.

Sweden collects place names from IKEA

The campaign promotes Misterhult, an archipelago of 2,000 islands.

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“It is an incredibly beautiful place, very much loved by us the locals. We would like to invite the whole world to spend time in our wonderful and unspoiled natural environment, showing the same care as us and enjoying the water. crystalline.”

An IKEA spokesperson told CNN: “It is definitely about time that some of the places whose names are used for some of our most popular products also grabbed attention. They deserved it, and that is the less than one can say.

“It’s also great fun with an initiative that helps spread the story behind some of our product names to a lot of people. “

The 21 places Sweden “picks up” at IKEA are:

• Bolmen, a large lake in the Småland region of southern Sweden (or toilet brush)

• Järvfjället, a mountain in Swedish Lapland (or gaming chair)

• Ektorp, a suburb of Stockholm (or a sofa)

• Skärhamn, a fishing village on the island of Tjörn (or doorknob)

• Stubbarp, a town 300 miles south of Stockholm (or cabinet feet)

• Kallax, a village near Luleå in Swedish Lapland (or storage shelf)

• Höljes, a forest in the Värmland region (or hanging lamp)

• Hemsjö, a village in the region of Blekinge (or candle)

• Toftan, a lake in the Dalarna region (or trash can)

• Mästerby, a historic battlefield on the island of Gotland (or a stool)

• Voxnan, a river with waterfalls and rapids in the Hälsingland region (or shower tray)

• Himleån, area of ​​ravines in the Halland region (or bath towel)

• Laxviken, a pretty village in the Jämtland Härjedalen region (or cabinet door)

• Ingatorp, a historic village in Småland (or extendable table)

• Misterhult, an archipelago of 2000 islands near Kalmar in Småland (or bamboo lamp)

• Vrena, a village near the east coast in the region of Sörmland (or counter)

• Björksta, a village near Uppsala (or photo frame)

• Norberg, a small town in the Västmanland region (or folding table)

• Askersund, a town near Örebro in central Sweden (or cabinet door)

• Rimforsa, a small village in the Östergötland region in eastern Sweden (or work bench)

• Bodviken, a mountain lake in the UNESCO World Heritage area of ​​the High Coast in northern Sweden (or sink)


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