Last year, IKEA went around the world interviewing some 37,000 people in 37 countries about what it takes to "make us feel at home." And one of the things that they discovered was that nearly 50% of people do not feel like their home reality is authentically represented by what they see in the media. In other words, there is a disconnect between how we actually live at home and how the media suggests we are or ought to be living.
To explore this disconnect a little further, IKEA has just announced that photographer Annie Leibovitz will be the company's inaugural Artist in Residence. Leibovitz is best known for her celebrity photographs. But for this assignment, she's going to be travelling to the US, the UK, Japan, Germany, Italy, India, and Sweden, to photograph normal people doing normal things in their homes.
This is a fascinating idea because we know that there are all kinds of cultural biases around housing. Here in North America, for example, there is a longstanding history of hating apartments. If you wanted to properly raise a family, you needed a morally correct form of housing; meaning, a grade-related house. But this reality isn't universally possible in most big cities today, and that is probably one of the reasons why we now have this disconnect:
...why do people feel like they're not represented in the media, that they’re left out? ‘In the same way that there has been a typical idea in the fashion industry about what size a woman should be, there's been a typical idea of what a home is,’ wagers Leibovitz. ‘But now we've opened up in all sorts of ways, and there’s a difference between a home and feeling at home. And the latter can happen in many different places and maybe that's more important now than an actual home.’
On a more basic level, I think people are also just endlessly curious about how people live and what their homes are like. So regardless, this should be interesting.
Photo by charlesdeluvio on Unsplash
Today it was announced that venture firm a16z has made a $350 million investment in Adam Neumann's new residential rental company called Flow (which is kind of ironic).
The company is set to launch in 2023 and nobody on the outside seems to be entirely clear on how it plans to revolutionize the multi-family rental market, but supposedly this funding round values Flow at more than $1 billion and supposedly Neumann will be rolling in the 4,000 or so apartments that he has been buying up.
In any event, here's how a16z described the opportunity (I think the key sentence is probably the one about creating a system where renters become like owners):
Only through a seismic shift in the way industry relationships are structured and the mechanisms through which value is delivered can we hope to address the underlying problems of the current system and build the solution. Doing this requires combining community-driven, experience-centric service with the latest technology in a way that has never been done before to create a system where renters receive the benefits of owners. This means rethinking the entire value chain, from the way buildings are purchased and owned to the way residents interact with their buildings to the way value is distributed among stakeholders. And given the fragmented nature of the ecosystem today, we can only hope to accomplish any of this by bringing every aspect of the living experience together.
What I will say is that I think it's great to see this amount of innovation-focused money flowing into the residential real estate space, which is, after all, the biggest asset class in the world and one that could certainly use some fresh ideas. Apparently it's also the biggest funding round that a16z has ever done.
But I also find a16z's characterization of the problems a bit odd. Renting an apartment is described as this soulless and profoundly lonely experience where you're so ashamed of where you live that you're even hesitant to invite friends over. They also conflate house with home, as if to say that you can't have the latter without the former.
On second thought, maybe these are exactly the right problems to be solving. It is our biases that we need to do something about.