Saturday, October 25, 2014

Trip update Part 3: Let's talk

Read Part 1 here.
Read Part 2 here.


Our last day was spent at the IKEA Concept Centre in Delft. It is an actual IKEA store with learning and research spliced in. In here, IKEA studies customers' interactions with their products, floor displays and information. They conduct experiments to better the flow, engage the customer and look into every small detail such as the floor directory to help customers find their way through the store.

For the uninitiated, the first visit to IKEA can be harrowing - the crowd, the maze, the self-service-dunno-how. My first time, I felt sucked into a blackhole with no way out unless I obediently followed the arrows. Now 10,000 trips later, I have the floor plan and shortcuts etched on my palm (till IKEA Malaysia smartly went and renovated their store, just to throw me off!)

The good news is, IKEA works tirelessly to improve the customer's journey through the store. Denis, the very animated store manager of IKEA Delft, took us on a tour and explained the ins and outs of the journey.

Sunday, October 12, 2014

Trip update Part 2: Entering the heart of IKEA

Read Part 1 here.

After a good night's rest, I was ready to be wowed by IKEA of Sweden (IoS). I was told that this is where IKEA is most IKEA. The DNA thickest. The heart. And indeed it is.

The new extension of IoS opened not that many weeks ago and there were still many unsettled corners in the building. Spots of chaos aside, it was new and shiny. It has an amazing expansiveness about it. Lots of light, blond wood and dashes of colour.

We arrived at the same time the co-workers were getting in. They were busy getting their morning coffee, sandwiches. We, tourists, went crazy for knäckebröd - a type of crispbread - slathered with Swedish honey. There were muffled talking, mingling, laughing. It felt like I entered a buzzing hive.

The lobby with stacks of the new catalogue - in different languages.
The 'stairs' overlooking the cafeteria. I love this!
The cafeteria - the lively busy hive.
Sufficiently fueled, we met up with Marcus Arvonen, the designer behind the iconic MASKROS chandelier.