// Ikea unveils a new ‘interactive and intuitive’ store layout in Shanghai as it adapts to changing consumer demands
// Trials in London and Vienna are set to follow later this year
Ikea has announced plans to introduce what it calls a more immersive experience to its stores, which could mean shoppers might be saying goodbye to the iconic Ikea layout.
What Ikea is calling a “home experience of tomorrow” is set to be trialled in Shanghai, China and is thought to be a move away from the retailer’s traditional big-box out-of-town stores.
Customers can expect to become “part of the furniture” by lounging around in the spaces and becoming the focus of attention if they want, according to industry media reports.
READ MORE: Ikea’s malls arm creates housing with new mixed-use retail space
The Swedish retailer’s new concept, which it aimed at encouraging sustainability, allows customers to become “part of the furniture” by lounging around in the spaces and becoming the centre of attention if they want.
Customers will be invited to hang out with social media influencers or retreat to relaxing areas of the store.
In several activities, including light therapy, they will be encouraged to “interact, connect, recharge” and, of course, take selfies. They will also be invited to participate in workshops in “creative rooms” in which they can make and repair household items, according to the reports.
Previously, it has been tested on customers in Szczecin, Poland where it was promoted as an opportunity to learn about sustainable living.
“See how to make your home live with full respect for nature. You will learn about the new role of houseplants. You will find new, efficient ways to process waste. You will regenerate yourself with light and try the zero-waste cuisine,” the Szczecin pitch read.
Trials in London and Vienna are set to follow later this year and if successful, the model is expected to be rolled out across Europe.
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