IKEA

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FIGURE 41 - SITE VISIT PHOTOGRAPHS

(Nobbs, 2017)

As of 2014, IKEA had opened 345 retail stores globally (Lubin, 2014). The brand was founded by Swedish born Ingvar Kamprad in 1943 as a mail order furniture business (IKEA of Sweden / Range&Supply, 2016) however it soon developed into the flat-pack maze showroom/warehouse concept we know it as today (Fredén, 2013). IKEA Wembley is one of three stores within the greater London area, one of the largest in the UK attracting thousands of people every week.   

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In light of the labyrinth theory Alan Penn, Professor at UCL, immediately acknowledges that ‘all you do is follow people around the store’ (UCL Lunch Hour Lectures, 2011) yet, the use of one primary route here is still a disorientating journey as demonstrated in O’Neill’s model of cognition and wayfinding (O’Neill, 1991). Therefore, the time allocation in store is taken up in the marketplace rather than the warehouse of consumerism below (PBS Idea Channel, 2014).

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The extended threshold of the front of store and large scale atrium make the users unsure of where they are situated within IKEA, therefore this is deemed to drive them deeper within the building. This concept can be seen in Figure 38 portraying a static moment for participant A before they progressed to the lift ahead. From this entrance point on, IKEA’s entire design concept for their retail space is based on the labyrinth. This maze structure coincides with the basic grid ceiling finish to aid exact, predetermined movement. The flooring materials also persuade the users to follow a certain path, dividing what is a movement space opposed to a static product viewing area (See Figure 35). This method is deemed to work in this environment compelling customers to circulate along a hard surface pathway and then use pause points off path to view eye-catching products. This can also be seen in Harrods, London (See Figure 36) where the high weekend visitor populations that flow through the building are controlled by this method. Zoning spaces is naturally done by each person psychologically however this maze pathway element solidifies this theory following Binfords (2014) aims of a maze, to venture and discover more. IKEA implementing Binfords theory means the designers are manipulating consumers into experiencing and discovering the whole of the store instead of the consumers initial desired targets. Comparing Figure 37 and Figure 38 it is noted that IKEA’s spatial layout has shown the greatest direct correlation between what the designer intended and the movement that actually took place. Therefore, results conclude that directional decisions are predominantly influenced by the use of the specific premeditated labyrinth style spatial layout.

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Another obviously used method, light, is shown in Figure 39 immediately portrays an obvious stimuli of down-lighting used in IKEA stores, projecting arrows on the floor to direct the users. This emphasises the directional force of the labyrinth. The linear lighting (Figure 40) used throughout causes a subconscious motion to replicate the movement of architecture surrounding oneself, avoiding areas of darkness, often triggering the neocortex alongside the amygdala circuit (LeDoux, 2015) parts of the brain (and our indented culture), a defence mechanism to avoid areas (Krishna, 2016). In this case a darker area of the store created by the designer whereby only staff access, ‘naturally’ deterring customers. The convincing lighting scheme coupled with the concept of Folkhemmet – ‘the peoples home’ (PBS Game/Show, 2014) often imitates the idea of ‘no sense of time’ and being ‘shut away from the world yet in an average living space’ (Participant A) all at once.

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When asked about ‘hidden’ shortcuts Participant B stated that they followed ‘a journey that will eventually end so you just continue’. Kaplan & Kaplan (1982), proved how nodes are used as recognisable points in one’s memory. In creating this cognitive map of landmarks or symbols the user is able to create a logical journey through regions within memory. In terms of IKEAs disorientating spatial layout, the effect of manipulative architecture prevents this hierarchical structure being configured. Due to this and a lack of ‘consciousness’ by the user, within the stores it is calculated that 60% of products purchased in IKEA were not initially intended to be bought. By disorientating the consumer as a designer, persuading them to pick up items (in case of not being able to find them again at a later time), and buying said item, ultimately benefits the business.