IKEA’s first-ever boutique to open in Shanghai

IKEA has announced that it will be opening its first-ever select boutique in Shanghai. Here’s everything we know about it.

Similar to Jacquemus’ viral campaign last year which saw gargantuan Bambino bags wheeling around Paris, the IKEA announcement sees IKEA’s iconic FRAKTA bag rolling down Nanjing West Road and cruising down Huangpu River before plopping down at the Taikoo Li business district.

Details regarding the IKEA boutique are sparse so far. However, it’s expected that compared to standard IKEA stores, the location will sell more closely curated and higher quality products with an elevated shopping experience.

Out of approximately 460 IKEA stores in 63 countries, 37 of them are currently in China — having launched in the country in 1998. IKEA’s first “Home Experience of Tomorrow” store was opened in Shanghai in 2021,  serving up innovative visual designs and interactive experiences. Now, another exclusive concept is set to arrive in the city to cater to accommodate the unique consumer desires of China’s commercial centre.

One of the keys to its success in the country so far is the brand’s localisation efforts. IKEA cafeterias are seen serving dim sum and Sichuan hot pot while city-specific pop-ups are made to be visually striking to stimulate word-of-mouth marketing.

The trailer for the new IKEA boutique in Shanghai can be found on Weibo. Stay tuned for details to emerge regarding the location, opening date, and more.

[Images: IKEA]