WEBVTT

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The Cold War, a defining feature
of the late 20th century,

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suddenly comes to an end.

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The Berlin Wall has fallen,
and the Soviet Union ceases to exist.

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Sweden goes into recession.

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Austerity, unemployment
and xenophobia become everyday fare,

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and new conflicts kick off all over the world.

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By far the biggest change this decade
is something called the World Wide Web.

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All of a sudden,
physical borders lose importance.

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The internet changes everything.

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How we communicate,
how we work and how we consume.

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The world becomes smaller and brand new
ways of shopping are suddenly possible.

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Products can be ordered digitally.

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For IKEA, the troubles of the Eighties remain.

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To increase sales, the range is expanded,
but it doesn't work.

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Sales are too low and costs too high.

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IKEA is lost in its design identity.

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There are reports of child labour
in rug factories in India.

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Something really needs to be done.

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Following the labour scandal,
IKEA introduces

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perhaps the world's strictest rules
on production and work environment.

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And towards the end of the Nineties,
IKEA at last

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finds its way back to its roots
in Scandinavian design,

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minimalism, smart, cost-effective materials,
and democratic design.

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Form, function, quality, sustainability,
and a good price.

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And products for children
are given even more space in the range.

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Childrens IKEA is born.

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And of course,
there are hot dogs for fifty cents.

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We leave the Nineties with IKEA
having rediscovered its roots.

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Now a new millennium awaits,

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if civilisation doesn't end
when 99 becomes 00.