News

Two new concepts from Ikea and Volvo land in Poland

Development Director Alastair Kean heads to Poland and finds two new interesting concepts from Volvo and Ikea.

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By Alastair Kean
Posted 18. 01. 2019
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Perhaps an unlikely choice, but Ikea and Volvo have both chosen Warsaw, Poland as the home for their new concepts.

Ikea

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First up is Ikea. The Swedish brand’s new Centre for Business aims to help entrepreneurs and small businesses. It recognises that businesses have a different set of needs and priorities when it comes to furniture shopping, so this space streamlines Ikea’s vast catalogue accordingly. Sales staff have a more hands-on approach to guiding customers towards their needs and provide interior design and practical help in buying the right products. On top of this, the space also serves as a sort of small business hub with free hot drinks and meeting rooms that can be rented out.

Ultimately Ikea wants this centre to be a place that inspires entrepreneurs from various industries and helps them get on their feet. This is a great way to encourage brand loyalty and community amongst a different type of customer, and is a nice new format to add to its growing roster.

Volvo

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Volvo has brought a different kind of car buying experience to Warsaw with a space that offers a more lifestyle-led experience. The downtown store is meant to be a cultural hub that will host evening events with music gigs and drinks. The interior of the store looks more like a Scandi coffee shop with blonde wood Mid Century tables, copper lights and a blackboard scrawled with the offers of the day. Guests can browse the cars, organise a test drive – and of course buy on the spot – but this is meant to foster a slower pace and a more modern experience. It’s a nice step forward for a brand that can often be associated with the words ‘safe’ and ‘reliable’.

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