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  • Compact versions of large stores could attract urbanites
  • Compact versions of large stores could attract urbanites
    Bloomberg (2014) ©
CASE STUDY

IKEA Urban: small stores for Hamburg’s busy city dwellers

About 40% of Hamburg's 1.8 million residents don’t own a car, so IKEA has introduced its first ‘citystore’ – an urban little sister to its sprawling, out-of-town counterparts. It’s already more popular than any other German branch, but who is this inner-city store attracting?

Location Germany

Scope
“Hej Nachbarn!” reads a poster outside the Altona S-Bahn in western Hamburg. It translates as 'Hello Neighbour!', introducing any who emerge from the station to an urban setting in which an IKEA would seem distinctly out of place. Yet that familiar blue facade looms in the distance. The 18,000m² store may pale in comparison to IKEA's average size of 28,000m², but it's enormous nonetheless. [1][2]

This is an IKEA 'Citystore', and it's giving the residents of Hamburg an entirely new IKEA experience – whether they're actually shopping for furniture, or just popping ...

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