The Billy Bookcase Stands for Everything That's Great (and Frustrating) About Ikea

Timeless design, low price—but oh, that assembly manual

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.