What Do You Think of IKEA Kitchens and Their New Adverts?
Have you seen the IKEA Kitchen Squad adverts? I've caught one or two and I have mixed feelings about them. They're based on a spoof, reality makeover show, format ... with comedian Sanderson Jones playing documentary maker Leonard Sheppard ... but with real kitchens, a real owner (who doesn't know what's going to happen), and real IKEA workers doing the makeover.
The "Kitchen Squad" goes in and removes the old kitchen, leaving just a yellow telephone for the startled owner (although other members of the family are obviously in on the secret). The old kitchen is set up elsewhere - and destroyed in some way. In the second advert, Kathie's kitchen is torched:
Then the kitchen squad gets to work on the new kitchen. The designer and fitters were chosen by audition from real IKEA workers. Damian and Joe are the fitters:
The owners' grateful reaction to their brand new kitchens is then recorded on camera. Here's Kathie and her new kitchen:
I suspect that most viewers will think it's just an advert and won't believe that these are real kitchens and unsuspecting owners ... especially with the presence of the spoof documentary maker.
A whole lot of viewers (like me, for instance) won't get to see the whole story all the way through ... given our habits of rushing off to the loo, putting the kettle on and surfing through the other channels when the adverts come on.
I also suspect that very few IKEA kitchens get to look like these. These are IKEA kitchens that have had the best design input possible. The old kitchens chosen are also fairly dire, so the new ones look stunning in comparison.
On the positive side; perhaps it's the people with the direst kitchens that most deserve to get a makeover and these are real - small - kitchens. It gives you an idea of what can be done. Most kitchen adverts feature the usual huge, unrealistic show kitchens (how many people with loft apartment kitchens do you actually know?).
The third advert in the series (all created by UK ad agency Beattie McGuiness Bungay) features the kitchen of Colleen McCann, an art teacher from Kent and promises an explosive end to the old kitchen (the press release coyly adds that "only old kitchens were harmed in the making of these films"). It will be aired, for the first time, during "Heston's Feast" on Channel 4, next Tuesday 20th April, if you want to have a look. Here's a trailer: http://www.ikea.co.uk/kitchensquad
The advertising campaign is designed, of course, to promote IKEA's kitchens and also their new dedicated kitchen website http://thekitchen.ikea.co.uk/
I wouldn't recommend an IKEA kitchen to anyone with a reasonable amount to spend on their new kitchen. The limited unit sizes are too restrictive and they only do white carcasses. The units also have no recess behind them for pipes and other essential gubbins - which can be a problem in older houses - and their unit sizes are different to UK standard kitchens (so you can't use their doors with other carcasses).
I do think they're worth considering, though, if you're on a very tight budget ... if you want to spend more on worktops and appliances whilst economising on the actual units ... and/or if your kitchen is newly built (it's easy to site all the pipes etc. below plinth height in a new kitchen). I've designed a few IKEA kitchens; I do like some of their unit sizes and I really like their made to measure laminate worktops (which can also help with the lack of space behind the units). They drove me mad last year by having no kitchen brochures or price lists in store for weeks, for their new kitchen ranges ... but the new kitchen brochure is now downloadable from the website ... so hopefully the new one will be available promptly this year, when the kitchen ranges are updated.
Most of all, I like their completely transparent pricing. There are no bogus "Sales" at IKEA and the in-store designers are not paid commission. They're obviously planning to offer an in-home measuring service, for your kitchen, in the future ... I was interested to see how much it would cost ... but they don't seem to have set up that section on the website yet (the link returned an error). Whoops! There's definitely a certain lack of co-ordination at IKEA.
In spite of that, the new dedicated kitchen website is worth a visit. It's mainly designed to sell IKEA kitchens and accessories (not surprisingly) but it does include many useful hints and tips, including how to be more green in the kitchen, tips on entertaining and lots of recipes.
Finally, here's a pic of the first Kitchen Squad makeover - a London kitchen belonging to Monica - re-fitted with IKEA's Abstrakt Grey units:
Comments
Ikea kitchens can definitely look fab and their prices are both decent and transparent as you mentioned, although not everybody is a carpenter and the Ikea assembly service is not the cheapest.
If you live in Ireland and you are planning to go for an Ikea kitchen but the assembly scares you? You're just one click away...
I could have done with you a few years ago, Jesse - when I struggled with two IKEA filing cabinet/drawers.
The quality of the fitting always makes a big difference to a kitchen - especially the less expensive ones.
Their kitchens are fine and look good.
I went to have a look in their showroom recently and to be honest I seen lots of issues with the materials they use. The carcass is only 12mm thick versus your average 18mm in thickness - this is a huge difference. The doors they use are 15mm where as most suppliers doors would be 18 - 22mm in thickness, again this is a difference to someone in the industry.
I won't go on anymore, you get my point. If its a budget kitchen that looks good that you're after then they are exactly what you get!!
Hi Keith,
I'm not entirely sure what you mean by your "someone in the industry" comment ... since, of course, I'm in the industry too!
I also think IKEA's thin doors look a bit cheap ... I'm not so sure about the carcasses because they're not UK made. Some quite high quality German kitchens are made from thin carcasse material too. Let's face it ... it's the strength that really matters, not the thickness. The 25 year guarantee gives some confidence in that respect, especially since it includes the hinges and drawer runners (but not the handles). What I dislike more, are all the holes you get in an IKEA carcasse (for the adjustable shelves) - and the fact that they're always white.
I wouldn't expect an IKEA kitchen to last 25 years ... but I wouldn't expect it to fall apart after a few years either.
As I said originally, I really like the transparency of their pricing ... and we seem to entirely agree that they're a reasonable choice for a budget kitchen.
Not sure I could take a load of kitchen fitters seriously who look like they are about to appear in a kid's TV show! Sorry, but they do look a bit like Bob the Builder.
I've been an Ikea fan in the past, but their kitchens just extenuate their approach: Expensive Design vs Cheap Manufacture.
Ikea stuff (in general) just doesn't last IMO; it's made too cheaply: TV cabinets that look amazing when you set them up but bow in the middle after a month or two. Bins that rust.
Thin carcasses and doors say it all. When you have MDF or chip board, every mm of extra thickness really makes the difference between something that will last and something that won't. This is becuase of the depth the fittings/hinges sit when rebated and screwed into the doors - the weak point of every modern kitchen.
If you want a budget kitchen, I would find someone who can open an account at Howdens for you - a top end, quality kitchen, at the price the builder pays...
Hmm ... interesting points Matters.
I suspect a lot of customers are looking for exactly what you criticise IKEA for ... expensive design and cheap manufacture!
I'd agree with your comment about IKEA's ordinary furniture - I have two little birch IKEA filing cabinets with some very dodgy drawers - but I actually think that the kitchens are a bit sturdier.
As for Howdens being top end quality ... I don't have anything against them ... but I'd have to quibble there. They only have two carcasse colours: beech or white; and they have very limited unit sizes. IKEA do at least have some interesting size variations (although, of course, only white cabinets). Howdens kitchens may be sturdy enough, with reasonable quality doors ... but they're not sufficiently versatile, for a really good kitchen design.
I'm not a big fan of Howdens pricing policy either. Their list price is fantasy land - and then they give a discount of anything between 40 and 70% off. The 40% off price is more like the proper retail price ... then it's up to the builder/fitter if he gives the rest of the discount to the customer. You'll only get the kitchen at trade price if the builder is willing to make nothing on the kitchen ... and lets face it, he could do that with any trade supply kitchen, if he wanted to.
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