Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Bringing snacks and sleeping on furniture is a normal part of an IKEA visit in China
  • Bringing snacks and sleeping on furniture is a normal part of an IKEA visit in China
    Expatriate Games (2011) ©
CASE STUDY

IKEA China: make yourself at home

In China, IKEA is a furniture-filled theme park where people are welcome to spend an entire day – even if they don’t buy anything. But will it be successful?

Location Central - East Asia / Northern Europe

Scope
A little boy and his grandmother are having a nap in one of the beds. Young lovers are posing for selfies in mock-up apartments. Picnickers are sitting at showroom tables, enjoying bags of snacks and tea from flasks. It sounds like a furniture shop employee’s nightmare – but at IKEA’s flagship store in Beijing, this is just an average weekday afternoon.

In China, IKEA isn’t just a place where people buy what they need and leave. It’s a furniture-filled theme park where people are welcome to spend hours lounging on sofas, or playing with all the toys in ...

Canvas8