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In February 2010, sun-loving Australians who showed up at Sydney's famous Bondi Beach encountered something more than the usual towels and umbrellas. Thirty red bookcases snaked through the sand, stuffed with thousands of books ideal for beach reading. Proceeds went to charity, but the publicity went to Ikea. The stunt commemorated the 30th anniversary of the Billy bookcase.
That was six years ago. Today, the Billy remains not only the best-selling item at Ikea but also the best-selling bookcase in history.
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