Loved, loved, loved reading Sara Kristofferesson’s new book “Design by IKEA, a Cultural History,” which comes to present the cultural history of the Swedish home furnishings company. She argues that much of IKEA’s success has been founded upon Swedish national identity. Registered as a business in 1943 by a seventeen-year-old Ingvar Kamprad, IKEA started selling furniture by mail-order in 1956; opened its first shop in 1958 in a small Swedish town of Almhute and its first flagship store at Kungens Kurave in south of Stockholm in 1965; the first store outside of Scandinavia opened in Switzerland in 1973, and the rest is history. It is a scholarly analysis of the impact of IKEA on contemporary design culture, with a special focus on the company's creative use of storytelling and stereotypes. Highly recommended for anyone interested in the cultural history of design and the identities it projects.