A special birthday for the BILLY bookstore which turns 40! IKEA celebrates with an entire weekend of festivities, concretizing a reflection related to the reality of reading in Italy: we read always less (in fact, it is estimated that 57.6% of Italians do not read even one book in a year) compared of a continuous increase in new publications (70,000 new books published in 2018). As a result, emerging writers find it difficult to make themselves known to the general public. Hence the idea of the brand as the bearer of a cultural message, wanting to become a meeting point between the public and writers: a special initiative dedicated to emerging writers that will take place in the IKEA store in San Giuliano Milanese. For the occasion, thanks to the collaboration with IBS.it, the Italian online bookstore, the Billy bookshops in the store hosted works by authors not yet known to the general public, recreating inside IKEA a real reading circle animated by events, readings to the public, presentations with the presence of the authors and activities to rase awareness among participants on the theme of reading.