The article aims to analyse a sonic turn in IKEA marketing practices that can be observed since 2017. The selection of advertisements that are presented in the paper is studied from two perspectives. Firstly, as a capitalist strategy of producing a demand for a certain product allowing to reperform acoustic harmony that is inherently connected to the notion of a home in western culture. Secondly, in quite the opposite way, as a possible aesthetic impulse capable of changing the consumers’ perception of indoor soundscapes. The frame for this research is mainly Brandon LaBelle’s sound studies theory and Chantal Mouffe’s political theory.