Customers who’ve endured the grueling battle of building IKEA furniture for hours on end exacted sweet revenge on the Swedish giant — by naming a road near its Spanish location Calle Me Falta un Tornillo, or “I’m Missing a Screw Street.”
In hopes of connecting with its clientele, IKEA put out a poll on Facebook to rename a street leading to its store in Valladolid in northern Spain, the Independent in the UK reported.
Fifty-four percent voted for the screwy moniker, which beat out more ho-hum suggestions like There’s No Place Like Home Street and Hug on the Couch Street. More than a thousand people weighed in.
I’m Missing a Screw Street leads to a shopping center that features other big-name stores such as Apple, H&M and Primark.
The ready-to-assemble mecca took the new street name in stride.
“We wanted to make our arrival here more special, involving its people and making them part of our identity in Valladolid, always with a touch of humor, which defines our style,” a company spokesman said.
IKEA also raffled off 10 personalized reproductions of the winning street plaque as part of the contest.
The brand was able to seek the public’s help in naming the road because it owns the land on which it lies, the Independent reported.
The public-relations stunt is reminiscent of one in 2016, when British voters were given the chance to name a new $290 million polar research vessel. Boaty McBoatface handily won that quest, though the British government later named it the RRS Sir David Attenborough, after the veteran BBC naturalist.