To celebrate its 25th year in Spain, IKEA created a reality show series called Atrapados en los 90s (Trapped in the 90s) that gives contestants a newfound appreciation for all the modern conveniences that the brand offers. The show features contestants who were born after the 1990s and they were specifically selected because they've "never known life without IKEA."
In the eight-episode series, contestants get to experience scenarios such as taking a photo that can't be immediately viewed afterward. The show challenges contestants with bedding that's heavy and itchy, and spaces that are too small and poorly organized. Although good design often goes unnoticed, its absence in the house that was intentionally designed to be uncomfortable makes people long for the conveniences provided by IKEA.