In collaboration with national charity partner Shelter, IKEA has installed 'Real Life Roomsets' across a number of UK stores, to drive home the harrowing plight of those living in temporary accommodation. The roomsets draw from real stories of those local to the stores involved, and couldn't look more different from the typical displays usually found at IKEA.
Each of the roomsets sheds light on the cramped, dirty, and often dangerous spaces that a growing number of those experiencing homelessness are forced to sleep in while living in this sort of accommodation.
One of the stories being told as part of the campaign is that Sam, from London, whose experiences have been highlighted through a display in IKEA's Hammersmith store.
Following a relationship breakdown, Sam and her three children ended up homeless and were placed in a hostel that wasn’t appropriate. After living alone in her car for seven weeks while her children stayed with a friend, Sam was eventually given temporary accommodation.
Unfortunately, however, the accommodation was out of Sam's area and too far from her kids' schools, meaning they had to go and live with their dad.
The temporary accommodation had black mould and there was also an overwhelming stench of cannabis due to a hole in the front door where there should have been a letterbox.
If that weren't enough, Sam was assaulted twice while in temporary accommodation.
The situation ultimately became so stressful that Sam had to take leave from work, and now has fears about what the long-term impact will be of her being unable to look after her children during this time.
These roomsets have been rolled out as part of IKEA and Shelter's campaign for 90,000 social homes to be built per year by 2030 in a bid to help tackle the housing emergency, which 59% of UK adults believe is now worse than ever before.
Research published by IKEA and Shelter on Monday, March 6, revealed that more than 11 million adults (21%) are concerned about losing their home, while half (49%) say they would struggle to find somewhere to live in the event of losing their home.
IKEA is also now joining Shelter's campaign to amend the Levelling up and Regeneration Bill with a new Infrastructure Levy, with the aim of ensuring all new truly affordable homes are social housing.
Polly Neate, Chief Executive of Shelter, has made the following statement: "A grotty hostel or B&B is not a home, but this is the reality for too many families stuck in temporary accommodation.
"That's why we’re working with IKEA to show the grim living situations that families who become homeless are having to face – from having no space for children to do homework or play, to having to share beds, to being moved miles away from schools and support networks."
She continued: "With rents at an all-time high and no end to the cost-of-living crisis in sight, we're desperately worried that more people are going to become homeless this year. The solution to this crisis is simple and it's staring the government in the face: we must build a new generation of good quality social housing that people can actually afford to live in."
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