Oh, really? IKEA claims new furniture comes together in less than 5 minutes

Really.

IKEA U.S. recently released a new line called Regissor that it says is "even easier" to put together than its usual furniture. Let's leave aside the implication that assembly is already super-easy (which we're sure legions of pictogram-befuddled customers would dispute).

Could a regular person really take a piece "from flatpack to furniture in less than five minutes," as IKEA claims in its marketing video at the bottom of this post?

Business Insider put Regissor to the ultimate test, timing three journalists as they tackled a bookcase. (We will concede that three journalists may not possess the handyman skills of a regular person.)

See what happens in the video above.

A little detail on Regissor: The new technique is supposed to be faster and easier because many components "use special wedge dowels, replacing ordinary metal fittings and expediting the assembly process," IKEA says.

You don't even need tools for those components, just your hands ... or so the claim goes. We're not sure if using an iPhone as a hammer, as one Business Insider editor does, counts as using tools.

IKEA developed the new technique on the factory floor, and it's already being used in the Stockholm series' sideboard and cabinet. Regissor is the first time the method is in full-scale production.

"We want to give people who may find [assembly] challenging a new reason for choosing IKEA," said company design spokesperson Janice Simonsen.

Here's the IKEA marketing video -- not entirely in English, unfortunately, but you'll get the idea:

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