IKEA is testing two new store designs that rip up the blueprint of its signature maze-like showrooms
Ingka Holding B.V., which operates the majority of IKEA’s retail stores, this month reopened a location in the Xuhui district of Shanghai that was renovated to test its “future store format,” a space where visitors can conceivably spend hours doing things other than shopping.
In both spaces, customers can use their phones to scan items for purchase as they walk around. And they can take any route through the stores that they please. Both store designs were conceived before the Covid-19 pandemic began. Shanghai was chosen as the location of the future-store pilot because many of its customers already shop using smartphones, whereas the opening in Vienna comes as part of IKEA’s push into city centers. The retailer in June opened a store selling small accessories and furnishings on Paris’s Rue de Rivoli.IKEA
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