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31 MARCH 2012

Stylus: business intelligence and inspiration to drive new ideas

"Culture & Media reveals how the worlds of entertainment, media and digital and the creative side of marketing and advertising influence cultural movements that impact on business decisions. Expert reports on art, graphics, illustration and global exhibitions offer visual inspiration for inquisitive creative minds."

(Stylus media group)

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TAGS

account manager • active leisure time • advertisingart and cultureart worldB2Bbrand managerbrand strategy • business decisions • buyers • childrenswear • colour • colour trends • commercial implications • commercial insightconsumer lifestylesconsumer productsconsumer products in homeconsumer trendscreative business insightscreative directorcreative industriescreative intelligence • creative marketing • creative media • creatively led retailing • cross-sector innovation • culture and media • design and cultural influences • design inspirationdesign magazinedesign resourcedesign trendsdigital commerce • entertainment news • expert information • expert report • fashion buyers • fashion design • fashion designers • fashion manufacturing • fashion retail • furniture designfuture concepts • gastronomy • global analysis • global expert opinion • global information • graduate showsgraphic designerhome accessories • hospitality • in-depth analysis • industrial design • industry executives • innovative design • inquisitive creative minds • insider guides • inspirational destinations • inspirational visual contentinspiring design • inspiring illustration • interior architectureinterior stylingknowledge based economyleisure industrieslifestyle • marketing manager • material trends • materials innovationmenswear • merchandise planner • merchandising and management • new productsnew servicesonline magazine • packaging designer • product designer • product developer • product directions • product launches • product manager • retail analysis • retail landscape • revenue-building ideasscience and technology • seasonal colour inspiration • sports and leisure • sports industries • store design • Stylus (magazine) • subscription service • sustainable thinking • technology innovationtextilestravel and leisure • travel industries • trend analysis • trend setting • trendsvisual communicationvisual culturevisual designvisual inspiration • visual merchandiser • visual merchandisingwomenswear • youth and beauty

CONTRIBUTOR

Simon Perkins
24 FEBRUARY 2012

Adrift in a shopping maze: it's a successful no-exit strategy

"Alan Penn, director of the Virtual Reality Centre for the Built Environment at University College London, has come to a conclusion that Ikea stores are 'designed just like a maze'. In doing so he's given scholarly validation to a feeling that will have occurred to many shoppers as they blunder around the blue and yellow hangar looking for a new TV unit only to emerge with two candles, a wok and a bottle of lingonberry cordial.

Penn went on to suggest that it was Ikea's strategy to keep customers inside the store for the maximum time possible. They achieve this by setting a route round the store from which it's difficult to deviate. Taking the shortcuts (which are only there to conform with fire regulations) often leaves you adrift in a sea of lampshades.

The effect is to boost impulse purchases. See a coathanger, and you might buy 'because the layout is so confusing you know you won't be able to go back and get it later'."

(Ian Tucker, 30 January 2011, The Observer, Guardian News and Media Limited)

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TAGS

a sea of lampshades • adrift • Alan Penn • circulation • coathanger • cognitive map • confusing • customersdesigndirectional informationexperience design • floor plan • IKEA • Ikea stores • impulse buy • impulse purchase • layout • maze • mental imagenavigationno escape • no-exit • organising spacesprogrammatic spaceroutesensemakingsequence of spacesshopping experiencespatial designspatial literacyspatial narrative • spatial sequence • store • store designtrappedUniversity College London • Virtual Reality Centre for the Built Environment • wayfindingyou are here

CONTRIBUTOR

Simon Perkins
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