‘It’s worse than a concert, but we’re going to stand in line’
“Pff, it’s worse than a concert but we’re going to stand in line…”, sighs a young man who came with his mother and noticed the endless line that gathered in front of the blue-yellow box on the Var plain. It clumps together: “No choice.”
No choice: “The Ikea” in Nice (finally) opens its doors, right next to the Allianz Riviera, after years of misery for the brand.
And there are prams, canes, young people, couples, girlfriends, solos, forties. Crowd.
Just before 10 a.m. Nearly a thousand people stamp their feet (friendly and flag-waving offered by the hostesses of the Swedish furniture giant).
“I’m going to choose a new kitchen”
Gisèle and Claude, in their sixties, came from Le Cannet. Arrived around eight. She, radiant: “We’re going to choose a new kitchen… I’m tired of the old oak cabinets!” He, gloomy (it begins to beat hard in the sun): “Well…OK, honey”. She pushes him. He cuts a good figure, bows: “We couldn’t miss it, Ikea, finally…”
Behind them a little girl is crying. There you go, Anna 10 months and vote. And then his mother Cécilia, 33, and his aunt, Karina, with a nice round belly. Woke up for two hours despite being seven months pregnant: “It’s okay, it’s Ikea, it’s worth it”she smiles. “Oh yeah”, Cecilia adds enthusiastically. They traveled from Grasse to “buy the future baby room” Mouth in the heart: “There is none better than Ikea.”
“Walk of the Swedes”
“Yes, you get dumplings”, a mother assures her screaming four-year-old. She’s been there ever since ‘Two o’clock. I am from Les Moulins. The little one is also impatient…’
That is good. the go Made in Ikea grabs the microphone: “Your shop is big, it’s brand new and your dumplings are here…”†
Fire in the forecourt. We’re throwing Abba at full throttle. “And whyasks the announcer on the fly. Because the band is Swedish! It’s a group in the colors of Ikea!”†
In the queue we also come across settings, “who don’t want to say they’re enjoying their Wednesday”old people from the neighbourhood: “We’re watching, ve!”† And Martine and her friends who are coming “Look from the hinterland, don’t buy, huh!”.
Boom, release blue and yellow glitter. Opening. Mastered. Acrobatic dancers tease yellow and blue necklaces. We’re going inside. We leave. Calm. And exactly, Jordan comes out with an Ikea bag covered with a “Promenade des Suédois”: “Swedish but especially Niçois”, he blurts out, erasing his ticket on the tram.