Oooh!  I think Ikea has really started to pump up their marketing technique and it is REALLY showing!  First, we have these mildly amusing mattress ads on the television- which is nice, since mattress ads are usuall not at all entertaining.  And then, they break out the Billy Bookcase in Bondi Beach!

I must say that I'm a little jealous- but maybe they don't think people in Miami Beach read... hmmmmm.. that could be true for many.  Does in Touch Magazine count?  hee hee

Check out the photo below.  Ikea put the bookcases on the beach in celebration of the 30th anniversary of the "Billy" bookcase- and you could swap for a new book, or donate for one, as well.  What a groovy idea!!

Read the full article at the Daily Mail

Bondi beach bookshelves offer sunbathers and surfers the ultimate in holiday reading

Surfers take a break from the waves to browse books at one of the 30 red BILLY bookcases that have been placed on Bondi beach to celebrate 30 years of Ikea's famous shelf.