Alan Penn, director of the Virtual Reality Centre for the Built Environment at University College London, concludes Ikea confuses their customers “into submission by designing their stores like a maze ...

Ikea customers have long relied on the store’s own layouts for design inspiration. Ikea arranges its furniture in picture-perfect rooms throughout its stores, and shoppers derive inspiration from ...

IKEA’s experiments with new store layouts produced a surprising result: Shoppers prefer its mazes. The Swedish furniture retailer over the past five years opened new urban stores that diverged from ...