IKEA is now opening a showroom in Vesterbro, Copenhagen similar to those 30-some they are rolling out in big cities around the world. They are targeting a niche segment of customers living in the city, who can’t (or would prefer not to) go to one of their big warehouses outside the city. It is going to be really interesting to visit and see how they present their brand in this small urban format.
The store is due to open just after summer holidays and are supposedly temporary until the bigger city warehouse opens at Kalvebod Brygge.
*The article is in Danish*
#urban #copenhagen #showroom #Copenhagen #retaildesign