Russian people perceive IKEA furniture as ordinary and predictable Scandinavian style interiors that are found in every Russian’s home. To demonstrate this fallacy, IKEA used its own products to recreate interiors from five famous literary works. The upshot was a significant change in attitude towards IKEA, seeing it as diverse and original, which led 8.4 million visits to IKEA stores and a 39% increase in visits to its ikea.ru site.