Look past the wacky ad stunts, mislabeled meatballs, real estate development efforts, and consistently nutty shenanigans, and Ikea becomes exactly what it is: a Swedish furnishings store whose maze-like setup tempts shoppers go to buy lots and lots of stuff. No one knows this better than James Pronto, CEO of the Brooklyn-based furniture-assembly company Pronto Assembly, who estimates that he and his team of merry bandits have put together some 90 percent of Swedish retailer's "Assembly Required" products. Above, tail them on the job.
· Pronto Assembly [official site]
· All Ikea coverage [Curbed National]
· All Renters Week 2013 posts [Curbed National]