A new unofficial Ikea website, which uses pornography-style phrases such as “Check out the pussy on this Hot Malm” has sent the Swedish company ballistic and sparked attempts to shut it down.
The site HotMalm.com – created as a side project by Asa Ivry-Block of the New York-based advertising agency droga5, draws in visitors offering ‘videos’ with titles such as ‘Twin Blonde Malms’ and ‘Hot Malm from Behind’.
Ivry-Block said: “My roommate and I were on the obligatory post-collegiate Ikea trip and buying new beds. Of course, we started giggling at the Malm series and before long, every time someone said the word ‘mom’ we would reply ‘HotMalm.com.’ Fast-forward three years and we are both grown men, still living in an Ikea furnished apartment, and still thinking way too much about this stuff. Now, we just have a website to show for it.”
Although each link on HotMalm points directly to Ikea’s official store, the company has demanded that the owners take it down.
An Ikea spokesman told Swedish news site Nyheter24: “It is essential and very important to us that our customers feel safe and know when it’s Ikea talking. When others are promoting that we might perceive as insulting as we check it out. This is such a case.”
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