Ikea Fan Site Gets Sexy With ‘Hot Malms’

Does sexy Swedish design for reasonable prices get you off? Then there is a new site just for you: Hot Malm.

This funny, pun-and-inuendo-filled fake porn site features images of Ikea’s real-life “Malm” bed in all kinds of compromising poses. An image of a Malm bed with a cat lying on it has the caption “Check out the Pussy on this Hot Malm.” Two birch-colored beds are “Twin Blonde Malms.” Hot.

The site is the side project of Droga5 staffers Asa Block, Spencer Lavallee, Jen Lu, and some of their friends. According to Block, the idea for the site came from a college inside joke after a trip to Ikea.

“We started giggling at the Malm series and before long, every time someone said the word ‘mom’ we would reply ‘HotMalm.com,’ explained Block. “Three years and we are grown men, still living in an Ikea furnished apartment, and still thinking way too much about this stuff – now, we just have a website to show for it.”

For the record, added Block, “we have never watched porn.”

Right. Well, for people who have “never watched porn,” they sure got the aesthetic down. The cheesy low-rent porn vibe is fully realized with details like a “Live Web Malms” tab that leads to a page with a live chat window featuring an empty Malm bed in night vision. The banner ads also are furniture-fetish related – one is for “beam” enhancement, in reference to the metal rods that run down the center of Ikea beds (“2 Steps to a Bigger Beam!”). All of the Malm images link to actual Ikea product pages. But the real money shot is a pop-up that links to a YouTube video of the Ikea monkey (remember him?) set to “Dust in the Wind.”

Clearly this isn’t something that most brands would want to be associated with. Digiday reached out to Ikea for comment but the company did not return calls. Still, the Swedish furniture behemoth will likely benefit from the Internet buzz, and what brand doesn’t want that?

“We haven’t heard from Ikea but hope they appreciate the boost in traffic to their Malm series and hope that they see significant growth in both awareness and sales,” said Block. “We are huge IKEA fans.”

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