Ikea has finally opened its Oxford Street flagship store, a 5,800sqm space previously occupied by Topshop, after a three-year transformation.
This new city center store, housed in a Grade II-listed building, will feature Ikea’s signature showroom, market hall, and Swedish Deli, along with new additions like a Live Studio and curated product collections. Ikea hopes the store will attract new customers and revitalize interest in the brand, contributing to the resurgence of Oxford Street.
It features large and vibrant digital signage displays, an abundance of kiosks and self service terminals across the three floors. It incorporates features designed to resonate with Londoners, such as room sets curated by local designers and video displays featuring Londoners sharing their home experiences.
This store follows the opening of Ikea’s first City store in Hammersmith, reflecting the retailer’s strategy to increase accessibility for urban consumers.
The Oxford Street store, described as an “next generation of Hammersmith” will showcase around 6,000 products, including a selection available for immediate purchase. Ikea aims to offer a more interactive and immersive experience, particularly evident in the ground floor’s exhibition-like space and the prominent display of the Stockholm collection.
The store will also include scent elements and free design consultations. While direct sales are a consideration, Ikea’s broader goal is to inspire customers and expand its City concept store format, with upcoming locations planned across the UK
