Protocols and standards synthesize behaviors. This kind of context usually manifests itself in the form of the instructional pamphlet. Using IKEA, the perfect representation of mass production as an example, one achieves functionality and standardization through the performance of assemblage. Authority emerges through the context and is played out inexcusably.

In this project IEKA, I design new iterations of an original IVAR chair’s instructional pamphlet by shifting its assembly sequence and then proceeded to “construct” them. The form of the instructional pamphlet legitimizes the absurdity of the content, and the behavior is dictated subsequently to generate variations. Despite their questionable functionalities, IEKA managed to achieve its individuality. “The seduction of translation1” allows us to retell the story with the same structure but comes through new realizations (Out of repetition comes of variation).