By Leanna Pankratz (The Cascade) – Email
Print Edition: April 11, 2012
Many people have come to think of IKEA, the Swedish home décor heavyweight created by Ingvar Kamprad in 1943, as a strange, surreal neighbourhood characterized by mazes of ready-made apartments, and the best Swedish design has to offer in the form of mirrors and headboards. However, in a groundbreaking new decision, IKEA has decided to expand into city-form. An IKEA city is set to be built in North London, and the brand is alight with the excitement of this new venture.
“Also known for its designs that intelligently fit a lot into a small space (at least in the displays), it looks like IKEA will take a similar approach to their neighborhood design with a nice mix of housing, offices, and shops,” stated Tyler Falk of the online publication SmartPlanet. “Cars will also be parked underground and the walkability of the neighbourhood will be high.” The area is planned to consist of 1200 houses, restaurants, and a 350-room hotel, surrounded by picturesque walkways and a relatively car-free environment. The neighbourhood will be largely centred on the natural presence of water in the area, and will provide water taxis, and a floating cocktail bar for residents. One cannot help but speculate whether or not the cafes will serve Swedish meatballs and lingonberries like the stores.
“The whole idea is a little frightening, of course, in that cut-out Edward Scissorhands suburb kind of way, but from a business standpoint for IKEA, it can only go to further cement their brand,” commented budding Vancouver development architect Michael Royce. “IKEA thrives on providing a ‘one size fits all’ philosophy to design (one could find a Hemnes or a Billy desk in a good number of Vancouver residents’ apartments) and customers who have grown to appreciate the appealing monochromatics of IKEA’s furniture and decorations will certainly find a distinct comfort in a city centred around that same concept – quality, affordability, and family-friendliness. I believe that’s what the IKEA neighbourhood will be about,” he said, “and for a brand that has monopoly on the mind, I can’t imagine a better outlet.”
IKEA is a very specific brand that caters to a wide and devoted audience. A provider of inexpensive, yet reliable, and stylistically-modern home décor, one can expect that they will provide the same attention to branding and detail that they do in their stores.
The idea of an IKEA city is met with reactions that range from support to surprise to that occasional raised eyebrow. “I can’t imagine that the concept of a Hemnes house being incredibly good for the soul,” laughed Ashley Hunt, a student at UFV. “The description of it does sound quite picturesque, and almost a bit utopian. It’s interesting. I’d like to see how this unfolds.”
“I wish IKEA the best of luck. It’s an interesting, idiosyncratic venture, and looks to be something new and fresh that I’d like to see happen more in this business,” Royce noted.
The building project is set to start in 2013, after final permission is given. The IKEA neighbourhood is an innovative foray into architecture as well as a deeper business venture for the Swedish company. It will be interesting to watch a brand with such a distinct philosophy apply that same outlook to a community, and the finished product, judging from IKEA’s standards, promises to be comfortable, clean, and cultivated.
