Ikea and Marriott may make unlikely bedmates, even in the Swedish flat-packer's modern Malm or rustic Hemnes beds, but they're the marquee names behind the new Moxy Hotels brand which promises to offer chic stylish rooms at affordable prices.
It's the latest twist on the diversification of big hotel brands into spin-offs with lower prices, contemporary style and plenty of Gen-Y appeal.
Moxy will open its first hotel in the global fashion capital of Milan in early 2014, and rooms will be priced at €60-85 ($A76-$A108).
Next on the list are Sweden (of course!), the UK, Germany, Belgium and Austria, under an ambitious plan to add 150 locations in Europe over the next 10 years.
Moxy's target audience is "young, price-conscious and well-travelled", but that offers much that business travellers will appreciate – such as AC sockets fitted next to the bed.
There'll even be USB ports scattered through the lobby and cafe so you've never short of a place to top up your tech and take advantage of the free wifi.
Oddly enough, Moxy hotels won't use Ikea furniture – bypassing the chance for added revenue by putting barcode stickers on every desk, chair, bed and bathroom item or offering a "buy this whole hotel room!" package deal.
What Ikea brings to the Ingatorp table, along with its eye for mass-market urban style, is its undeniably efficient constructions techniques to speed fitout and keep costs down.
Most Moxy rooms will be the same size (17 square metres) and feature the same prefabricated made-for-Moxy furniture that's assembled at the site, just like IKEA furniture.
However, differentiating touches will include floor-to-ceiling wall art representing each hotel's location, such as the Brandenburg Gate for Berlin or bicycles by canals for Amsterdam.
Here's the launch video from Moxy Hotels.
What's your take: would you consider staying in a Moxy Hotel on your next business trip to Europe?