IKEA Wants You to get Lost

You walk into IKEA for one thing. A lamp. A shelf. Maybe a table. Then suddenly you're walking through bedrooms, kitchens, a restaurant, a Market Hall and a warehouse — before taking the furniture home and building it yourself. That experience is not random. In this video, we explore the strategy behind IKEA’s store design, from the Main Path and realistic room settings to Swedish meatballs, flat-pack furniture and the phenomenon researchers later called the “IKEA Effect.” This is the story of how IKEA designed much more than furniture. It designed the entire shopping journey. Uncovered Billions The stories behind the world's biggest businesses.