Overview
When you step inside an IKEA superstore, it feels as though you have been transported to a different world entirely. Endless floors filled with endless shelves, filled with endless minimalistic, cost-effective products. It's planet IKEA. And now we might not be too far from the real-life version.
Not long after launching fully furnished IKEA homes, IKEA has published plans to build a private neighbourhood. Set to start construction next year, the neighbourhood will cover 11 hectares of land in London to be named 'Strand East'. It will incorporate 1,200 homes and apartments, all owned by the Swedish furniture company.
“We are in keeping with the IKEA philosophy: we don’t want to produce for the rich or the super-rich; we want to produce for the families, for the people,” says Harald Müller, the head of LandProp, the property-development branch of Inter IKEA, told The Globe and Mail.
IKEA promises that the all-rental homes will appeal to a variety of income levels, and 40% will be large enough to house a family. The neighbourhood will be peppered by condominiums and offices, and will include a hotel as well. Underneath it all will lie an underground parking lot to avoid cars cluttering the interior streets.
It all sounds rather Utopian, but does a furniture company really have what it takes to manage 6,000 residents?
“We’d have a very good understanding of rubbish collection, of cleanliness, of landscape management,” Andrew Cobden, the project manager, says. “We would have a fairly firm line on undesirable activity, whatever that may be. But we also feel we can say, okay, because we’ve kept control of the management of the commercial facilities, we have a fairly strong hand in what is said in terms of the activities that are held on site.”
Mr. Müller says that IKEA will act much like a municipal government to its neighbourhood, organising community events and creating a "sense of place".
Looks like IKEA execs have had a lot more on the brain than "Ektorp" sofas and Swedish meatballs. Welcome to Ikea-land.
[via PSFK]