When IKEA opened its first store in Beijing a decade ago, the Swedish furniture giant hoped local consumers would embrace its minimalism. Now, IKEA has become a weekend destination for many in the city who enjoy everything from the food to the air conditioning. Visitors enjoy the furniture, too, often sneaking a nap on an IKEA bed, and they take photos with the decor as a backdrop. Making a purchase, however, often can appear to be an afterthought.
Published in Brief: