How does a mega-company like Ikea prepare for the future? By talking: with the consumer, with cities and with all countries of the world. The Swedish icon is radically opening up, perhaps the biggest change in its history. Ikea even could become a bit like Lego, chief creative officer Marcus Engman tells RetailDetail.
A moment with 250,000 people
Would I like a tour into the heart of Ikea? No need to ask twice, as the Swedish retailer has been at the top of my list as a pioneer and trailblazer in ‘the future of shopping’ for years. The occasion was now the H22 City Expo, which runs until 3 July in Helsingborg. Under the slogan “the making of a smarter city” it became a co-creation story with an entire city.
