For Immediate Release
Contact: Randi Brightman
(212) 645-6900 x149
randi@jerichopr.com

WILL 10 HOURS OF NOTHING BUT BOREDOM AND BERGMAN CURE COUCH POTATOES?
At the IKEA “Think Cubic” Event Washingtonians Learn How to
Make Their Home Lives Go From Boring to Unböring
and Benefit a Worthy Cause Too!

WASHINGTON, D.C. — Can someone fit you for bathing trunks by measuring the permanent indent in the seat cushion of your favorite chair? Do you have in your home more then three pieces of furniture with duct tape? If you have answered yes to either of these questions, chances are you have become “addicted” to old, outdated furniture that no longer fits your needs. You have slipped into a world devoid of home beauty and functionality and into a world filled with compromise and boredom — the early onset of couch potato-ism.

At the IKEA “Think Cubic” event on Wednesday, October 2 starting at 7:00 a.m., local residents will put their “potato-ism” on a long grueling test that will make some of the “rigors” of the reality TV shows that we’ve seen lately seem like a walk in the park. IKEA will take these brave souls and see if they can endure watching ten straight hours, watching Swedish Bergman movies, nothing but Bergman.

* Be one of the first 10 people to arrive on Wednesday, October 2 by 7:00 a.m. at the IKEA Think Cubic Mobile Units, which will be located at The Ronald Reagan Building and International Trade Center (1300 Pennsylvania Avenue, NW) and help raise $10,000 in home furnishings to benefit the House of Ruth.
* Do nothing but watch Ingmar Bergman and Ingrid Bergman movies from 7:00 a.m. till 5:00 p.m. in an IKEA POÄNG chair and footstool, and an IKEA ODDE tufted rug (total value $150), which will be provided by IKEA and can be brought home by the couch potato participants that complete the 10-hour movie marathon.

For each participant, IKEA will donate $5,000 in home furnishings gift certificates to benefit the House of Ruth. The House of Ruth has been helping women, children and families in greatest need throughout the District of Columbia since 1976. It provides a comprehensive array of housing, services and supports in nurturing environments, serving the women, children and families in the nation's capital who are facing the most severe problems with the fewest resources.

“It’s so important to have in our lives furnishings that truly fulfill our needs and best fit our style and personality,” said Janice Simonsen, IKEA spokesperson. “Cost, selection, even the type of space you live in are no longer limiting factors. What’s important is to be able to get past the old habits of how you look at your space and furnishings and more importantly how you think about your home. We’re excited to demonstrate this concept with our Think Cubic mobile units and our movie marathon contest that benefits a local worthy cause.”

IKEA is showing us how to “Think Cubic!” This approach helps empower consumers to look at a space three-dimensionally and no longer feel limited to square feet. As a result, it is possible to significantly increase the size of an apartment, loft, house, mansion or dorm room by simply thinking cubic. IKEA designers at the Think Cubic mobile units located the Ronald Reagan Building and International Trade Center will be available for tours of the Think Cubic mobile units and to share ideas about how to effectively maximize the space in your home and Think Cubic!