Retail Express
Ikea Trials New Concept Store
2021-08-18
Photo by www.rli.uk.com
The Swedish furniture retail giant is leaving the typical set route behind, trialling a new concept store in Shanghai that focuses on meaningful customer experiences, events and sustainability.
The new concept is called ‘Home Experience of Tomorrow’ and intends to create ‘emotional and empowering customer experiences’ according to Ikea. The most striking difference between this concept store and existing Ikea stores is the removal of the set walking route that is typical of traditional Ikea locations.
Rather than this, the Home Experience of Tomorrow Ikea store in Shanghai offers a mixture of lively spaces for events and co-creation alongside quiet areas for visitors to unwind, ensuring that customers have a wider choice of how they want to spend their time in store. Colours have been utilised to ensure easy navigation of the location. Visitors are able to connect in community hubs, physical spaces that have been created to facilitate workshops and knowledge sharing, such as product launches and cookery classes.
“People have higher expectations for home, and a greater desire to belong in the community and social life,” explains Anna Pawlak-Kuliga, Country Retail Manager and Chief Sustainability Officer for China. “The essence of retail is to serve people. With the debut of the brand-new ‘Home Experience of Tomorrow’ and the innovation on home furnishing retailing, IKEA hopes to continue to inspire consumers to explore their ideal and meaningful home life, and to bring inspiration for social co-creation outside one’s home.”
Source: www.rli.uk.com
