Ikea has unveiled images of the generic housing design it believes will take off all around the UK.
The furniture retail giant has claimed that the project will prove the solution to Britain's well-documented housing crisis.
The scheme looks set to be criticised by architects in the UK due to its lack of architectural input.
And it is also likely to raise the heckles of the construction and housebuilding establishment, who will be horrified by the scale of Ikea's ambition.
The design concept - which was drawn up with large-scale Swedish contractor Skaska - aims to provide homes for those currently unable to afford them.
The scheme is called the BoKlok project, which Ikea's marketing team has picked because it is the Swedish for 'live smart'.by Ed Dorrell