Ikea has fragmented its offer for a shop-in-shop in a Hong Kong supermarket that merges its kitchen design concepts and gourmet Swedish food staples with the grocer’s own stock.
The 3,000sqft Close to You concept is in the high-end Market Place grocer in Hong Kong’s Discovery Bay and spotlights 110 of Ikea’s home furnishing products and 120 of the brand’s Swedish signature gourmet products, including meatballs, salmon and condiments.
The space includes a pair of two metre high interactive digital screens to inspire physical shoppers. One allows customers to explore 50 different home decorating solutions, while the other is based around providing free Swedish cooking inspiration using the products available in-store.
Ikea’s first global Closer to You concept is also its first appearance in a supermarket space. The pop-up appears on the ground floor of the grocer alongside its bread pantry. The space includes click-and-collect lockers for those wishing to order ahead, while a free delivery service encourages customers to browse in-store, before having their items shipped directly to their homes.
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