xxx_group | 59 @ IKEA | Ikea (Kungens Kurva). | Stockholm ´12. Pekka Ruuska, Paula Lehtonen, Eero Yli-Vakkuri. In collaboration with Olli Horttana. Project for Fringe Festival Stockholm (stockholmfringe.com/).

"Media industry professionals agree: The interiors of IKEA shopping centers are superbly lit and ideal for low (or next to NO) budget short movie productions. Clean interior scenes from any room common for a bourgeoisie flat are found within 10min walk from each other. Toilets, bedrooms, everything… Some display rooms have only 3 walls… In fact it is a movie set more then a shopping center. When filming a crew is left undisturbed as people are so used being around cameras. A shopping cart may easily be used in tracking shots. The different rooms are divided by laminate floors.. Which cause bumps when tracking but 1-5m strips of suitable floor may be found every here and there. A small dslr camera with good optics will blend in perfectly (Recommended 17mm min. f2.8) with the cameras arbitrary consumers have with them and IKEA staff is not really interested in what customers do. Also it’s legal (in Finland) to shoot video in public locations.. Which a shopping center is. The only issue is audio and the price tags which are present in every product.. But such can be fitted into the script.”

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