It seems like a natural extension of the IKEA brand, although apparently rooms will not actually be furnished with IKEA furniture (though it will have a Scandinavian feel). One of the things I like about going to IKEA is pretending for just a moment, that we live in one of their tiny model apartments. I always thought they should get into the hospitality business. As an IKEA fan and a lover of good deals, I look forward to checking in!
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