Ikea Now Building Home-Theater Systems Right Into Its Furniture

Uppleva line debuts this summer

Ikea is on a roll. On the heels of its groovy banner ad, which fit 2,800 clickable products into a 300-by-250-pixel box, the Swedish furniture retailer is now set to revolutionize the home-theater system. So it claims, anyway. The video below, put together by Swedish ad agency Forsman & Bedenfors, introduces Uppleva, a new range of products that integrate TVs and sound systems into Ikea furniture. The spot itself is clean, crisp and amusing, especially in its light parody of traditional product demonstrations. (The spokeswoman's solution to not being able to catch the remote without looking is a great little moment.) Visually, the furniture looks streamlined in stylish Ikea fashion. As for the technology itself—there's little to go on. Ikea isn't saying much about the HDTV specs. It feels kind of '60s, actually, to have media equipment integrated into pieces of furniture. But as long as you don't have to assemble the TV itself, there'll surely be a big market for the new line. Uppleva will be available in Stockholm, Milan, Paris, Gdansk and Berlin in June; in all of stores in Sweden, Italy, France, Poland, Denmark, Spain, Norway and Portugal this fall; and in more countries next spring.