0:00:03 > 0:00:06Where are you going? It's not there. There is the beginning of the shop.
0:00:06 > 0:00:08I'm completely lost.
0:00:08 > 0:00:10Love it or loath it,
0:00:10 > 0:00:14the world's largest furniture shop has shaped the way we live.
0:00:14 > 0:00:17As soon as you're in, you can't get out, can you?
0:00:17 > 0:00:19Just spend and spend and spend, really.
0:00:19 > 0:00:22Founded in 1943, Ingvar Kamprad established Ikea as a global
0:00:23 > 0:00:28brand before his recent death at the age of 91.
0:00:28 > 0:00:32His unique approach to business still guides staff today.
0:00:33 > 0:00:36I've always seen Ikea as more of a movement than a company.
0:00:37 > 0:00:42For the first time in its 75-year history, Sweden's most famous
0:00:42 > 0:00:45export has granted our cameras worldwide access.
0:00:45 > 0:00:47Namaste!
0:00:47 > 0:00:50We filmed the £34 billion operation over
0:00:50 > 0:00:52the course of a year...
0:00:52 > 0:00:54It's a big machine and it needs to be fed.
0:00:54 > 0:00:57..following their rapid global expansion...
0:00:59 > 0:01:02We're just entering one of the biggest markets in the world,
0:01:02 > 0:01:04and I think that we're writing some history, actually.
0:01:04 > 0:01:06..discovering what it takes for a
0:01:06 > 0:01:09new product to make it to the shelves...
0:01:09 > 0:01:10I wanted to do a cot and a coffin,
0:01:10 > 0:01:12so I approached Ikea with that idea,
0:01:12 > 0:01:14and they just said, "No, you're joking."
0:01:14 > 0:01:17..and learning the secrets of how it became one of the largest
0:01:17 > 0:01:21and most influential companies in the world.
0:01:21 > 0:01:23It is creativity versus commercialism,
0:01:23 > 0:01:26and finding that beautiful balance.
0:01:54 > 0:01:56So, welcome to Sweden.
0:01:58 > 0:02:01Ikea have invited a select group of journalists from India
0:02:01 > 0:02:03for a two-day trip to Almhult.
0:02:05 > 0:02:07I'm terribly sorry for the cold weather.
0:02:08 > 0:02:10But you can always buy blankets in Ikea.
0:02:11 > 0:02:15We have a store not far from here, so let's see what we can do.
0:02:15 > 0:02:17They are announcing the launch of their brand into one
0:02:17 > 0:02:19of the most lucrative markets in the world.
0:02:21 > 0:02:25We have very ambitious plans of stepping into many
0:02:25 > 0:02:28places in India and learning how to become a good retailer,
0:02:28 > 0:02:30so we will try to facilitate
0:02:30 > 0:02:33and help you with all questions you have during the trip.
0:02:33 > 0:02:35What's been a top seller?
0:02:35 > 0:02:39The top seller in Ikea is the blue bag.
0:02:39 > 0:02:42You know, the Ikea shopping bag, actually.
0:02:42 > 0:02:45It seems that nothing beats that product, yeah?
0:02:48 > 0:02:50OK. Let's see.
0:02:50 > 0:02:53With a budget of £1.3 billion,
0:02:53 > 0:02:57they plan to open 25 stores across India in under a decade.
0:02:57 > 0:03:00How will you keep that aggressive pricing very low in India?
0:03:00 > 0:03:03Because India is a very price-sensitive market.
0:03:03 > 0:03:07I can say, to start with, we have a long-term view on pricing.
0:03:07 > 0:03:10From the first store, it's just the starting point,
0:03:10 > 0:03:13but when we get up to some 25 stores in India,
0:03:13 > 0:03:14we will have bigger volumes,
0:03:14 > 0:03:16we have more opportunities to actually achieve it.
0:03:18 > 0:03:22I work with Zee Business, and we're recording a show on how Ikea
0:03:22 > 0:03:27might change shopping experience, home furnishing in India,
0:03:27 > 0:03:31like the way Uber did, the taxi service, in India.
0:03:31 > 0:03:34It could be big if competent prices
0:03:34 > 0:03:38because in India they're not used to having really cheap
0:03:38 > 0:03:41furniture that could be assembled and dismantled.
0:03:42 > 0:03:44So tell me, really,
0:03:44 > 0:03:47about what significance India plays to the global plans here at Ikea.
0:03:47 > 0:03:51It's a great opportunity for us, but it's also a lot of challenges.
0:03:51 > 0:03:54How do we reach the many people within their wallets,
0:03:54 > 0:03:57how do we facilitate needs that are unique, and so on?
0:03:57 > 0:04:02So we think not only is India a market for us to sell or retail,
0:04:02 > 0:04:04but it's a market to learn.
0:04:04 > 0:04:07One has to understand the consumer's mindset.
0:04:07 > 0:04:11How exactly would you be relevant to the consumer?
0:04:11 > 0:04:15So our consumers, we are about 1.5 billion people,
0:04:15 > 0:04:19so are you going to be relevant to a certain audience, and if yes,
0:04:19 > 0:04:22how exactly are you going to be relevant to that audience?
0:04:26 > 0:04:29The challenge of making sure the Ikea brand is relevant to the
0:04:29 > 0:04:33Indian market has been given to Mia Lundstrom.
0:04:33 > 0:04:35So now we're going into India,
0:04:35 > 0:04:39and I'm working there as the creative director, and people
0:04:39 > 0:04:44really need good products to make their everyday life much better.
0:04:46 > 0:04:50So I think the potential is enormous.
0:04:50 > 0:04:53I don't think that we understand what we're getting into,
0:04:53 > 0:04:54it feels sometimes.
0:05:09 > 0:05:13The first of the 25 stores is being built in Hyderabad.
0:05:13 > 0:05:17But launching in a new territory is not just about building blue boxes.
0:05:20 > 0:05:23When you first sort of come there, you think, "Oh, my God.
0:05:23 > 0:05:27"We're going to have a car accident within ten minutes."
0:05:28 > 0:05:31Mia has been living in India for three years,
0:05:31 > 0:05:34working with a team to conduct extensive research to fully
0:05:34 > 0:05:37understand the Indian market before they open.
0:05:39 > 0:05:43So, today we're going to go to KR Market.
0:05:43 > 0:05:45Digging down a little bit deeper in people's lives
0:05:45 > 0:05:47and getting a little bit closer to them.
0:05:50 > 0:05:52Looking at what people are buying
0:05:52 > 0:05:55and seeing how much more critical they are.
0:05:55 > 0:05:59Critical in that they want the best, they want to have the best price.
0:05:59 > 0:06:01They're very price-conscious in India.
0:06:06 > 0:06:09Two bunches, OK? How much?
0:06:09 > 0:06:11- 160.- For two bunches?
0:06:11 > 0:06:13150.
0:06:13 > 0:06:15OK? Bargain.
0:06:18 > 0:06:22The red, the pink and orange is really, really big here in India.
0:06:23 > 0:06:26Just look at that man there. Look at the colour he's wearing.
0:06:26 > 0:06:28It's absolutely fabulous.
0:06:29 > 0:06:32Just getting red plastic, you know, stacked...
0:06:34 > 0:06:35Stacked like that.
0:06:38 > 0:06:41Well, maybe trying to influence Ikea to pick more colours.
0:06:41 > 0:06:44We've been a little bit sort of white and beige
0:06:44 > 0:06:47and grey lately, and it's, you know, been a trend.
0:06:47 > 0:06:49This is so lovely.
0:06:49 > 0:06:50The world needs colour.
0:06:54 > 0:06:56Ah, thank you so much.
0:06:58 > 0:07:00Ikea. Ikea bag on the market.
0:07:08 > 0:07:11I think this is great inspiration.
0:07:11 > 0:07:16I take from this that simplicity rules, you know.
0:07:16 > 0:07:21When you have less means and work with less material,
0:07:21 > 0:07:22it becomes just beautiful.
0:07:29 > 0:07:31Hey. How are you?
0:07:31 > 0:07:33It's a beautiful sofa set you have there.
0:07:33 > 0:07:35What's the covers made from?
0:07:35 > 0:07:36Coconut.
0:07:40 > 0:07:42Yeah?
0:07:42 > 0:07:45Across town, Mia's colleague Chris Cartledge is investigating
0:07:45 > 0:07:49the type of furniture locals spend their money on.
0:07:49 > 0:07:53It feels that the really dark wood is the most popular, yeah?
0:07:54 > 0:07:56And everything feels really ornate.
0:07:56 > 0:07:59Let's have a look at some of these wardrobes.
0:07:59 > 0:08:02I know in India, solid, heavy furniture is really popular.
0:08:02 > 0:08:07Solid wood in India is famous, is popular, is the teak wood.
0:08:07 > 0:08:09- The teak? And that's another solid wood.- Like this.
0:08:09 > 0:08:12Solid wood and natural grains.
0:08:12 > 0:08:17And it tends to be the really ornate finish, so it's very traditional.
0:08:17 > 0:08:21- Yeah.- How do you think the customer would feel about European furniture?
0:08:21 > 0:08:27If, for example, this wardrobe came in white or a crazy
0:08:27 > 0:08:30colour like red, how would the customer feel?
0:08:34 > 0:08:37- So coordination's really important. - Yeah.
0:08:38 > 0:08:41So it would be a crazy customer that would come in here
0:08:41 > 0:08:43and say, "Give me a red wardrobe."
0:08:47 > 0:08:52The concept of bright, Scandinavian-style furniture
0:08:52 > 0:08:55is going to be so, so new to the Indian people.
0:09:00 > 0:09:05If we look at our prices in Sweden and in Europe in general, yes.
0:09:05 > 0:09:09They are higher than the average here in India,
0:09:09 > 0:09:14but then we can use supply in India and use the materials,
0:09:14 > 0:09:18use our supply chain to make sure that we can be competitive.
0:09:21 > 0:09:23The tricky part is to know
0:09:23 > 0:09:25whether we're going to be right on the price levels.
0:09:25 > 0:09:29You can't go around and watch the pricetags.
0:09:29 > 0:09:31It's all negotiable and so it's super hard.
0:09:34 > 0:09:37What happens when price is not right, people won't buy.
0:09:42 > 0:09:43Yeah, it could be a challenge,
0:09:43 > 0:09:47but it's just to be aware about it when we're entering a market
0:09:47 > 0:09:52and have respect for the way people shop and the way people behave
0:09:52 > 0:09:55so that we don't come in here and think that we know everything
0:09:55 > 0:09:57and that whatever we do is the best.
0:09:57 > 0:09:59Has Ikea done that before?
0:09:59 > 0:10:00Oh, yeah.
0:10:00 > 0:10:04I mean, we have done that in a few markets before, both to Russia
0:10:04 > 0:10:07and China, where behaviours are different.
0:10:08 > 0:10:10And we had to rethink.
0:10:10 > 0:10:13So over here we really need to do it right from the beginning.
0:10:13 > 0:10:15Yeah, we have learned our lessons.
0:10:15 > 0:10:16Absolutely.
0:10:20 > 0:10:23While Mia and her team are learning all about the Indian market,
0:10:23 > 0:10:25back in Almhult,
0:10:25 > 0:10:28the Indian journalists are learning all about the Ikea experience.
0:10:30 > 0:10:33No, but what section is this, then?
0:10:33 > 0:10:34This is just like a setup.
0:10:34 > 0:10:37So you'll have to go downstairs and then go and get it.
0:10:38 > 0:10:41Wait, OK. I can follow the arrows on the floor.
0:10:41 > 0:10:45For many of them, it's their first time in a blue box.
0:10:45 > 0:10:47Hopefully will guide me to the exit.
0:10:48 > 0:10:51No, but then this is a setup section, but they are...
0:10:51 > 0:10:52No, you can't buy it from here.
0:10:52 > 0:10:54You'll have to go to the light section.
0:10:54 > 0:10:56Where is the light section?
0:10:56 > 0:10:59There is no light section. There is no light section.
0:10:59 > 0:11:01I think lights are downstairs.
0:11:02 > 0:11:04Uh...
0:11:05 > 0:11:08I'm finding it really nice.
0:11:08 > 0:11:11My mother is also now calling because she's like, "Buy this,
0:11:11 > 0:11:13"buy this, and buy that."
0:11:13 > 0:11:15So, yeah, I'm making a call to my mother.
0:11:15 > 0:11:18This is absolutely an impulse buy. Why?
0:11:18 > 0:11:22My house is filled with cushions. Why would one need more?
0:11:22 > 0:11:24This is an impulse buy.
0:11:24 > 0:11:27I normally don't do impulse buying, but in a place like this,
0:11:27 > 0:11:29one is forced to.
0:11:29 > 0:11:32Lots of little knickknacks for my nephew.
0:11:32 > 0:11:33And then I've got a floor lamp,
0:11:33 > 0:11:37which we still don't have at a very good price point in India.
0:11:38 > 0:11:41Oh, I love it. I love the experience.
0:11:41 > 0:11:43I love just drowning myself in shopping,
0:11:43 > 0:11:45and I'm going round in circles.
0:11:45 > 0:11:47And this is not helping.
0:11:48 > 0:11:50Yeah, first time.
0:11:50 > 0:11:51First time.
0:11:53 > 0:11:55Fantastic variety.
0:11:55 > 0:11:58And some colour palettes that I've never seen anywhere else.
0:12:00 > 0:12:01Like...
0:12:05 > 0:12:07..this, for instance.
0:12:07 > 0:12:09Yeah? It will look really nice on my balcony.
0:12:14 > 0:12:17We are missing one of our colleagues because she got
0:12:17 > 0:12:19so busy with shopping
0:12:19 > 0:12:22that she didn't realise that it's time for bus to go.
0:12:24 > 0:12:27I got lost. I was just roaming around in circles for half an hour.
0:12:29 > 0:12:31APPLAUSE
0:12:59 > 0:13:01It could be that this thing that I sit here
0:13:01 > 0:13:04and do now goes around the globe
0:13:04 > 0:13:08and hits millions and millions of homes.
0:13:08 > 0:13:11To design for Ikea, it's tough in a way
0:13:11 > 0:13:17because we have to design for all the people all around the world.
0:13:17 > 0:13:21With the things I do here and the things my colleagues do, and
0:13:21 > 0:13:27I think that's the tough bit, to hit the market, what the people want.
0:13:27 > 0:13:31Andreas Fredriksson is one of 12 in-house designers charged
0:13:31 > 0:13:34with creating 2,000 new products every year.
0:13:37 > 0:13:41This tray is a tray that is extremely flat pack, as you can see.
0:13:41 > 0:13:43You know Ikea is all about that.
0:13:43 > 0:13:48This one was in a collection that in the end of the day if you transport
0:13:48 > 0:13:52a lot of this it's basically like transporting a solid piece of steel.
0:13:52 > 0:13:54So it's a weight problem instead.
0:13:55 > 0:14:02And so this one is a walking board I made for children's Ikea.
0:14:02 > 0:14:04It kind of works like this, and you walk...
0:14:07 > 0:14:09It's a kind of walking board kind of trick board
0:14:09 > 0:14:12when you learn tricks for skateboard.
0:14:12 > 0:14:15I used to make this when I was a kid because my mum didn't buy me
0:14:15 > 0:14:17a skateboard. It was too dangerous.
0:14:17 > 0:14:20Then I made this kind of stuff instead.
0:14:20 > 0:14:22We do a lot of things here
0:14:22 > 0:14:26and all the things doesn't go through to the store.
0:14:26 > 0:14:28I had a few failures, absolutely.
0:14:28 > 0:14:31And it's kind of when you like it
0:14:31 > 0:14:34but for some reason it doesn't work out in the plan, then of
0:14:34 > 0:14:38course it's a little bit like it's a pity because you like the product.
0:14:42 > 0:14:46Andreas has developed a radical flat-pack sofa that uses
0:14:46 > 0:14:50water-resistant material so it can be used both indoors and outdoors.
0:14:51 > 0:14:53This is the weave. This is the piece of fabric...
0:14:56 > 0:15:00..that I would like to replace all the springs and pocket springs
0:15:00 > 0:15:03and everything that you have in a normal sofa.
0:15:03 > 0:15:05So I'm just using a piece of fabric here.
0:15:09 > 0:15:11Like that, so it just hangs.
0:15:23 > 0:15:28And this one, you know, it just holds it, the fabric, really tense
0:15:28 > 0:15:30with the whole width.
0:15:31 > 0:15:34Even if I push right now, I can see that would work.
0:15:36 > 0:15:37Yeah, I mean...
0:15:38 > 0:15:45This is kind of a new way to make these kind of sofas,
0:15:45 > 0:15:47so I never know.
0:15:49 > 0:15:53We don't know how the Ikea customer will see this, you know.
0:15:53 > 0:15:56Maybe they just think, "OK, that's a bit strange.
0:15:56 > 0:15:59"Why do we have all these straps here?" I don't know.
0:15:59 > 0:16:03But hopefully they find it really exciting. That's my hope.
0:16:03 > 0:16:06If you think sofa, you don't think this.
0:16:06 > 0:16:08So I really would like this to work.
0:16:08 > 0:16:11That would be... That would be really nice, if it works.
0:16:11 > 0:16:13How does Ikea judge success?
0:16:13 > 0:16:15A very strong one is how much it sells.
0:16:18 > 0:16:22Every part of Andreas' design needs to be agreed before it makes
0:16:22 > 0:16:23it to the store.
0:16:24 > 0:16:28Today, he's discussing his idea with the development team.
0:16:28 > 0:16:32It's very nice that we actually managed to make a sofa knocked
0:16:32 > 0:16:36down and to make it flat pack, which is very much the Ikea concept.
0:16:37 > 0:16:41If we take this two-seater here, it would be possible for the
0:16:41 > 0:16:46customer to carry a two-seater sofa like a handbag out of the store.
0:16:48 > 0:16:50What do you think, Jerry, about the comfort?
0:16:50 > 0:16:53This is a lot softer. I think that is more supportive.
0:16:53 > 0:16:55And I like that quite a lot.
0:16:55 > 0:16:59Jerry Svensson works as a middleman between the designers
0:16:59 > 0:17:00and the business team.
0:17:02 > 0:17:03So what's this?
0:17:05 > 0:17:09This is the armrest that we...
0:17:12 > 0:17:17You know, the drawings, when I presented the sofa, it's with this
0:17:17 > 0:17:23- armrest.- Is the comfort that you add by adding that extra cushion
0:17:23 > 0:17:28- worth it?- I kind of like it. I think it's more a complete product
0:17:28 > 0:17:33when it's added, if I'm honest.
0:17:33 > 0:17:35If we include it in the product,
0:17:35 > 0:17:37if that means that we need to raise the price,
0:17:37 > 0:17:39do we want to do that,
0:17:39 > 0:17:42or should we then have the product more affordable?
0:17:42 > 0:17:44So that needs to be decided as well.
0:17:47 > 0:17:50Andreas will refine the design with Jerry and his colleagues
0:17:50 > 0:17:53before it's pitched to the business team for final approval.
0:17:53 > 0:17:57To have this, you know, you just put it like this,
0:17:57 > 0:18:02you have it like a lumbar support, you know.
0:18:02 > 0:18:06I really think it's something important to it.
0:18:06 > 0:18:09So, yeah, definitely. I'm fighting for this.
0:18:12 > 0:18:14Almhult is known as Ikea Town.
0:18:14 > 0:18:19It's home to 2,500 employees, including Andreas
0:18:19 > 0:18:20and his wife Jennifer -
0:18:20 > 0:18:22a freelance designer for the firm.
0:18:23 > 0:18:25Hello.
0:18:28 > 0:18:31- Right on time. How are you?- I'm OK.
0:18:33 > 0:18:36What's kind of unique about with Ikea is that for the in-house
0:18:36 > 0:18:38designers, they're kind of their own bosses, really.
0:18:38 > 0:18:40They just get on with it.
0:18:40 > 0:18:44And it seems very nice in that way, but then you have to have...
0:18:44 > 0:18:45You must deliver the goods.
0:18:49 > 0:18:50Ooh!
0:18:50 > 0:18:54Yeah, I have a project now that they said to me that, you know,
0:18:54 > 0:18:57they want to see more of this and that, and I actually got
0:18:57 > 0:19:01an e-mail today - "Oh, how is it going?" And I was like, "OK..."
0:19:01 > 0:19:03"It's going great!"
0:19:04 > 0:19:07But, of course, these days are really tough.
0:19:07 > 0:19:09I'm coming home and I'm really exhausted.
0:19:09 > 0:19:13Because that's a big thing about Ikea is that it can be tough.
0:19:13 > 0:19:17I guess if it gets cancelled because it's a bad idea, then, OK,
0:19:17 > 0:19:19it's a bad idea.
0:19:19 > 0:19:21Just have to do better the next time.
0:19:24 > 0:19:26I think you'd know.
0:19:26 > 0:19:28- Yeah.- You would know.
0:19:28 > 0:19:33I mean, OK, sometimes it happens, you know? OK, it doesn't work.
0:19:33 > 0:19:36I mean, at the end of the day you are quite small in the company,
0:19:36 > 0:19:37but the idea,
0:19:37 > 0:19:39if you look at the idea and what we do,
0:19:39 > 0:19:41it's a really big task that we have.
0:19:58 > 0:20:01Just about to enter the area that we're going to completely
0:20:01 > 0:20:02revolutionise.
0:20:02 > 0:20:06Darren Lancaster is overseeing a radical new marketing idea,
0:20:06 > 0:20:08masterminded by a team in Almhult.
0:20:10 > 0:20:12The in-store revolution is being trialled in a handful
0:20:12 > 0:20:14of stores around the world, including Wembley.
0:20:16 > 0:20:21One of the major changes you've got is we will not have this walkway.
0:20:21 > 0:20:23And that's revolutionary,
0:20:23 > 0:20:26cos we've had that walkway ever since we built stores.
0:20:26 > 0:20:28But we're really, really challenging ourselves to say,
0:20:28 > 0:20:32"What would it be if we took away this grey walkway that
0:20:32 > 0:20:35"we have in all the stores, and have it free-flow?"
0:20:36 > 0:20:37So these room sets will go.
0:20:37 > 0:20:40We will not have the room sets along the natural walkway.
0:20:40 > 0:20:42It will become a neighbourhood.
0:20:42 > 0:20:44We will have three or four room sets
0:20:44 > 0:20:49gathered together in a small little neighbourhood, and that, then,
0:20:49 > 0:20:53is literally how the customers will connect to their life at home.
0:20:53 > 0:20:56"I have a neighbour, I can see that front door. Ah! Now I get it.
0:20:56 > 0:20:58"They really understand how I live."
0:21:00 > 0:21:03You bet your life on it. I cannot wait!
0:21:03 > 0:21:05It's something that's been in fruition for the past
0:21:05 > 0:21:08five, six months. We've been planning. It's transformational.
0:21:11 > 0:21:14Yep. I can make a difference. That's the big thing for me.
0:21:14 > 0:21:17I don't need a badge that says I'm a manager.
0:21:17 > 0:21:20We're all equal in Ikea. I just love it.
0:21:24 > 0:21:27The new store layout will be inspired by
0:21:27 > 0:21:29how people in the local area live.
0:21:31 > 0:21:34So we're off on a home visit to go and find out some visual
0:21:34 > 0:21:38insights into how our customers are really living in reality.
0:21:38 > 0:21:39So when we're there,
0:21:39 > 0:21:41we don't provide a solution or anything like that,
0:21:41 > 0:21:45but we just take what the customer's saying, how they're living,
0:21:45 > 0:21:48see what they've got going on in their homes,
0:21:48 > 0:21:52and see if there's anything we can do in the store to improve it.
0:21:52 > 0:21:55Rickylee Thompson is visiting a single mum and her son,
0:21:55 > 0:21:57who live in a rented one-bedroom flat.
0:22:00 > 0:22:01BUZZER RINGS
0:22:01 > 0:22:03Hi, it's Ikea.
0:22:03 > 0:22:05- Hi!- Hello.
0:22:08 > 0:22:11Ah, hello, hi! I'm Rickylee.
0:22:11 > 0:22:14- Would you like us to take our shoes off?- Er, no, no, feel free.
0:22:14 > 0:22:18Oh, cool, thank you. So the main use of this space...?
0:22:18 > 0:22:23Dropping bags off when we come in, and just keeping shoes.
0:22:23 > 0:22:26Ikea have been doing home visits since they first came to the UK
0:22:26 > 0:22:30in 1987, and ask everyone the same questions.
0:22:30 > 0:22:33And where do you eat meals - breakfast, lunch, snacks?
0:22:33 > 0:22:35Er, just here in the living room.
0:22:35 > 0:22:39My son sits here, and then I... just kind of around there.
0:22:39 > 0:22:41Do you invite friends and family over for meals?
0:22:41 > 0:22:44If so, how many can comfortably sit down and eat at once?
0:22:44 > 0:22:47No, I don't. There's not many that can fit in here.
0:22:50 > 0:22:53The main challenges that we've kind of found from most of our
0:22:53 > 0:22:57home visits is space, kind of to store goods,
0:22:57 > 0:23:00and the rental market -
0:23:00 > 0:23:03not being able to put anything on the walls really frustrates
0:23:03 > 0:23:06our customers, cos they've got to take up their floor space.
0:23:06 > 0:23:09But it's now down to us with these home visits to make sure
0:23:09 > 0:23:13we provide really, really cool solutions
0:23:13 > 0:23:16that customers will look at and go, "Oh, that's the solution I need."
0:23:26 > 0:23:29Ikea conduct home visits all around the world.
0:23:29 > 0:23:30Hello!
0:23:31 > 0:23:33Hi, how are you?
0:23:35 > 0:23:39So far, Mia and her team have done more than 800 across India.
0:23:41 > 0:23:45Home visits is really not only about the visit itself,
0:23:45 > 0:23:49but it is to share the insights and the findings that we do,
0:23:49 > 0:23:50that is so important.
0:23:50 > 0:23:54But it is when you have the dialogue with people when you really find out
0:23:54 > 0:23:56what they aspire for, what they dream of.
0:23:59 > 0:24:01Namaste. Hello.
0:24:01 > 0:24:03Looks so nice.
0:24:03 > 0:24:05So many nice colours here on the walls.
0:24:05 > 0:24:07How do you use the living room?
0:24:07 > 0:24:11When you sit here, do you sit here and talk?
0:24:11 > 0:24:13- Yes. - Do you sit here and look at TV?
0:24:13 > 0:24:16TV, yes. And we have dinner also here, sitting on the floor.
0:24:16 > 0:24:19OK, you sit on the floor to have dinner?
0:24:19 > 0:24:21Yeah, family together, and have a dinner here.
0:24:21 > 0:24:23Very nice.
0:24:23 > 0:24:25If you would like to do something a little bit different
0:24:25 > 0:24:27in the living room, what would it be?
0:24:36 > 0:24:38Oh, yeah, this is super nice.
0:24:38 > 0:24:43Yeah, all the stainless steel and the shelf, hooks and...
0:24:43 > 0:24:44Very organised.
0:24:44 > 0:24:47- This is more accessibility, wouldn't you say?- Yeah.
0:24:50 > 0:24:55- And here sleeps you and your wife? - My wife, yes.- Yes.
0:24:55 > 0:24:56And the kids?
0:25:00 > 0:25:02- Oh, they do? - Yes. They won't come.
0:25:03 > 0:25:05OK, so they go and sleep with their grandparents.
0:25:05 > 0:25:09That's nice. And here's the famous...
0:25:09 > 0:25:12..Godrej cabinet.
0:25:12 > 0:25:17I would say that nine out of ten Indian homes have a Godrej cabinet.
0:25:17 > 0:25:20And Godrej is actually the brand, but it is a metal
0:25:20 > 0:25:25lockable high cabinet that takes up a lot of space.
0:25:25 > 0:25:27So in here, the space for kids.
0:25:30 > 0:25:34I think it would be interesting to hear everyone in the family
0:25:34 > 0:25:38saying something about, if I had 5,000 rupees to give you,
0:25:38 > 0:25:42what they would dream to do about this money.
0:25:42 > 0:25:44Could you ask everyone?
0:25:44 > 0:25:46THEY SPEAK OWN LANGUAGE
0:25:50 > 0:25:52- For home?- Yeah, firstly, she would spend for home.
0:25:52 > 0:25:55What would your father like to improve if he had the chance?
0:25:55 > 0:25:58HE SPEAKS OWN LANGUAGE
0:26:05 > 0:26:08It was really lovely, really lovely meeting you.
0:26:08 > 0:26:10And this beautiful home - very, very nice.
0:26:18 > 0:26:23I just become emotional when I see how simple,
0:26:23 > 0:26:25and how little people actually have.
0:26:25 > 0:26:30And getting emotional also over all the unnecessary things that
0:26:30 > 0:26:32we are surrounding ourselves with,
0:26:32 > 0:26:36and of course, become a little bit philosophical about life in general.
0:26:36 > 0:26:39You're not more than a human being, you know.
0:26:39 > 0:26:41As someone said here in the home visit,
0:26:41 > 0:26:43"No, I have everything I need.
0:26:43 > 0:26:46"If I have a little bit of money over, I give it to my family
0:26:46 > 0:26:48"and to my grandchildren."
0:26:49 > 0:26:54When you start to interact with people, not just stuff...
0:26:56 > 0:26:58..then things become much more emotional,
0:26:58 > 0:27:00and much more interesting, actually.
0:27:18 > 0:27:21I don't think that you ever get used to India.
0:27:21 > 0:27:23There are so many things to learn.
0:27:23 > 0:27:25No, but true.
0:27:25 > 0:27:28And I am here for a reason, I wanted to challenge myself,
0:27:28 > 0:27:31and I wanted to try to explore something else,
0:27:31 > 0:27:36and also to contribute with Ikea knowledge to India.
0:27:36 > 0:27:38And I love every minute.
0:27:38 > 0:27:42But of course, there is days when I think, "What am I doing here?"
0:27:42 > 0:27:44You know, it's...
0:27:44 > 0:27:46It's tough sometimes.
0:27:46 > 0:27:48I'm not married, I'm single.
0:27:48 > 0:27:50Clara, my daughter, is grown-up.
0:27:50 > 0:27:54She is studying at university in Sweden, and sometimes there is
0:27:54 > 0:27:58some tears and longing for friends and family at home.
0:28:02 > 0:28:04So this is Clara's room.
0:28:04 > 0:28:07It's important to have a room for her when she gets here.
0:28:09 > 0:28:11And also that...
0:28:18 > 0:28:21I'm getting a little bit...
0:28:21 > 0:28:23Whoops! I'm getting...
0:28:23 > 0:28:24Sorry to be emotional.
0:28:26 > 0:28:29OK, why did I get that?
0:28:32 > 0:28:33I miss her, yeah.
0:28:34 > 0:28:35I miss her.
0:28:53 > 0:28:57This is that fabric that you developed, right?
0:28:57 > 0:28:59- This is how it started.- Yeah.
0:29:01 > 0:29:04Andreas is showing his design to friend and colleague
0:29:04 > 0:29:05Mikael Mikolich.
0:29:07 > 0:29:09- You know, I really like it.- Yeah?
0:29:09 > 0:29:11This is the best thing you have done, Andreas!
0:29:13 > 0:29:14Is it the kind of...?
0:29:14 > 0:29:17- What are you saying? - This is the best design.
0:29:17 > 0:29:19- The peak of my career?- Yeah!
0:29:19 > 0:29:22Maybe we should have the pillow here. We have that on the...
0:29:22 > 0:29:24- The side cushion? - Yeah, it gives us some support.
0:29:24 > 0:29:26I'm fighting for that.
0:29:26 > 0:29:28- Yeah? It will come?- Yeah.
0:29:28 > 0:29:31I personally think we should have one a little bit half high,
0:29:31 > 0:29:34so we can get the armrest down. You get a better armrest, too.
0:29:34 > 0:29:36Yeah.
0:29:36 > 0:29:38It becomes so much nicer when it's here, you know?
0:29:48 > 0:29:51Determined to keep the side cushion,
0:29:51 > 0:29:54he's come up with a low-cost solution that uses the waste
0:29:54 > 0:29:56from the material already used in the design.
0:29:58 > 0:30:03It's a good argument, that it's not an added cost, so we...
0:30:03 > 0:30:05I'm trying to find arguments,
0:30:05 > 0:30:08not just to say, "I want that side cushion," you know.
0:30:19 > 0:30:23Basically, this is two pieces from the left over
0:30:23 > 0:30:27when the supplier cuts the big cushions.
0:30:27 > 0:30:31Now it will look like something like this.
0:30:31 > 0:30:33It's not bad at all, this is really good.
0:30:33 > 0:30:35I think now they don't have a choice!
0:30:37 > 0:30:41I'm going to sew this up and show them that this will work for sure!
0:30:53 > 0:30:56This is the future of Hyderabad and the first Ikea store in India.
0:30:56 > 0:30:59So this is really exciting.
0:30:59 > 0:31:01There it is, there's the beauty.
0:31:02 > 0:31:05And the first bit of blue cladding, so everybody should recognise that.
0:31:05 > 0:31:06It's phenomenal.
0:31:06 > 0:31:08It's just up here, this is great, thank you.
0:31:08 > 0:31:10So let's get out and have a look, shall we?
0:31:12 > 0:31:15John Achillea will have the honour of being the manager
0:31:15 > 0:31:17of the first store to open in India.
0:31:19 > 0:31:22This is where we'll meet, hopefully, our first eight million customers.
0:31:22 > 0:31:25- And when will the store be ready? - That's a very good question.
0:31:25 > 0:31:29We are hoping spring 2018, and that is the date we have got,
0:31:29 > 0:31:31and I'm driving towards that.
0:31:31 > 0:31:34So maybe it's ambitious. My heart says we have to do it,
0:31:34 > 0:31:38and my brain says, you know, it's going to be a lot of work to do.
0:31:38 > 0:31:40But the first store is always going to be really tough,
0:31:40 > 0:31:43because you haven't had the opportunity to send your co-workers
0:31:43 > 0:31:45to a store to really see it.
0:31:45 > 0:31:47But that's the reality of what we've got to face,
0:31:47 > 0:31:50and my job is to get people ready to do the best we can.
0:31:56 > 0:31:59Although there's no fixed date for the store opening,
0:31:59 > 0:32:03Ikea are pushing ahead with a large recruitment drive.
0:32:03 > 0:32:06Are you late again? Put your name on there.
0:32:06 > 0:32:07Everyone should have a name badge.
0:32:07 > 0:32:09Good morning, sir. How are you?
0:32:09 > 0:32:13Get a name badge and put your name badge on, and then come on through.
0:32:13 > 0:32:16John has recently hired 42 new managers
0:32:16 > 0:32:19who are about to begin a two-day training course.
0:32:19 > 0:32:22When people say, "What is your leadership style?", it goes back to
0:32:22 > 0:32:25what my mother taught me - just do the right thing.
0:32:25 > 0:32:27I will always say I trust every single one of you,
0:32:27 > 0:32:30but there's an expectation that goes with that.
0:32:30 > 0:32:33It means a lot to me that we behave correctly,
0:32:33 > 0:32:36and that we treat our people really, really well.
0:32:36 > 0:32:38And that is me in a nutshell. OK?
0:32:38 > 0:32:41APPLAUSE
0:32:44 > 0:32:45When we talk about recruitment,
0:32:45 > 0:32:47we recruit to our values and our culture.
0:32:47 > 0:32:50But everybody should have the basic values that Ikea has.
0:32:51 > 0:32:53OK, do we think we have a full team?
0:32:53 > 0:32:55I don't know.
0:32:55 > 0:32:59John has flown in Garry Deakin, who has opened and managed many stores.
0:32:59 > 0:33:03He's here with his team to teach the recruits the Ikea way.
0:33:03 > 0:33:06The next two and a half days are all about,
0:33:06 > 0:33:09"What is this word, culture, and this word, values?"
0:33:09 > 0:33:12We are going to dig into those two works.
0:33:13 > 0:33:16Garry, because I trust Garry. Garry and I have a history together.
0:33:16 > 0:33:17He was my store manager many years ago,
0:33:17 > 0:33:20and we have a great relationship, and he has proven that
0:33:20 > 0:33:23this programme's worked in previous stores where he's been.
0:33:25 > 0:33:27One of the questions Ingvar was asked is,
0:33:27 > 0:33:30"What's the one thing that you worry about the most in Ikea?"
0:33:30 > 0:33:34He said, "How will Ikea's culture be kept alive
0:33:34 > 0:33:37"as we continue to get bigger and bigger and bigger?
0:33:37 > 0:33:41"That's the thing that I lose sleep over the most."
0:33:41 > 0:33:44The company culture is made up of eight key values,
0:33:44 > 0:33:47set by founder Ingvar Kamprad,
0:33:47 > 0:33:51like simplicity, togetherness, and to lead by example.
0:33:51 > 0:33:53You are Ikea Hyderabad.
0:33:53 > 0:33:55It will be what you make it.
0:33:55 > 0:33:58Honestly, I tell you that again - it will be what you make it.
0:33:58 > 0:34:01It's much more special because you're the first.
0:34:01 > 0:34:03Much more special.
0:34:03 > 0:34:06Garry has planned a series of leadership games
0:34:06 > 0:34:07that put the values to the test.
0:34:09 > 0:34:10OK, the game is,
0:34:10 > 0:34:14they give us a sequence of left winks and right winks.
0:34:14 > 0:34:16They have given me the sequence, so they might say,
0:34:16 > 0:34:19"One left wink, two right wink, and one left wink," to me.
0:34:19 > 0:34:22- Is it wink?- Wink.
0:34:22 > 0:34:23- OK.- And I will show you the sequence.
0:34:23 > 0:34:25Then you pass it on to the next person.
0:34:27 > 0:34:28OK, silent game.
0:34:31 > 0:34:33Shh, shh, shh.
0:34:33 > 0:34:35Silent game.
0:34:38 > 0:34:42I think it hits this togetherness, and having one common goal.
0:34:42 > 0:34:43Because the common goal of this
0:34:43 > 0:34:46is that they will receive an instruction at that end,
0:34:46 > 0:34:49they will deliver it to this end, and write down the same answer.
0:35:07 > 0:35:11OK, we have two answers. I'll just ask the captains -
0:35:11 > 0:35:13what did you send? What was the first signal?
0:35:15 > 0:35:17What did you receive?
0:35:17 > 0:35:18- One right.- One right?!
0:35:19 > 0:35:21John, did you receive...?
0:35:21 > 0:35:23One left.
0:35:23 > 0:35:25LAUGHTER
0:35:26 > 0:35:29Third signal you sent down the line?
0:35:29 > 0:35:32- Three rights.- Three right. John?
0:35:32 > 0:35:33One right.
0:35:35 > 0:35:37One right.
0:35:38 > 0:35:42And finally, what did you send? What was the fourth?
0:35:42 > 0:35:43Only three sequences.
0:35:43 > 0:35:45Oh, there's only three?
0:35:45 > 0:35:46He's got four, that's why I asked.
0:35:46 > 0:35:48How many did YOU receive?
0:35:48 > 0:35:49Five.
0:35:49 > 0:35:50LAUGHTER
0:35:55 > 0:35:59Team, never in my life has this happened!
0:35:59 > 0:36:01You can't send three and receive five!
0:36:05 > 0:36:06All right.
0:36:13 > 0:36:17We are really happy, we are full of energy, we are very excited.
0:36:17 > 0:36:19The culture and the values, we are so different,
0:36:19 > 0:36:23but yet we are all connected, with one value and the other value,
0:36:23 > 0:36:26and then that makes the culture very rich for us.
0:36:26 > 0:36:29So that's where we all come together.
0:36:30 > 0:36:34India loves to have fun, and I think that's what we're seeing today.
0:36:34 > 0:36:37But I think the one thing that is important for me is that they
0:36:37 > 0:36:41understand the importance of the message we are trying to give them.
0:36:41 > 0:36:43Because there's also a very fine line between having fun
0:36:43 > 0:36:46and learning at the same time.
0:36:46 > 0:36:47We have a long, long way to go.
0:36:51 > 0:36:54In Wembley, the revolutionary redesign is under way.
0:36:58 > 0:37:00So we are ripping out all the old,
0:37:00 > 0:37:04sending it all back to the departments, all bargain corner,
0:37:04 > 0:37:06and then we are making room for life.
0:37:16 > 0:37:18Can we go in and have a look? Come on, let's go.
0:37:18 > 0:37:22- Have you seen this yet? - No, this is my first time.
0:37:22 > 0:37:25- So I'm really, really curious. - I've been sneaking in!
0:37:25 > 0:37:27Country retail manager Gillian Drakeford
0:37:27 > 0:37:29is checking up on progress.
0:37:30 > 0:37:33Oh, wow, we're starting to put some lights in.
0:37:33 > 0:37:35Ah!
0:37:35 > 0:37:37Yeah, it starts to take shape now.
0:37:37 > 0:37:39But I think this looks quite...
0:37:39 > 0:37:41For me, this is very market relevant as well.
0:37:41 > 0:37:43Yeah? In terms of the layout.
0:37:43 > 0:37:45- Yeah. - Yeah, really with the country feel.
0:37:45 > 0:37:49With the country feel, then you've got open living-kitchen-dining,
0:37:49 > 0:37:51which is so on trend.
0:37:51 > 0:37:52Looks really good, Darren, yeah?
0:37:54 > 0:37:57I've been reflecting a lot on the neighbourhoods,
0:37:57 > 0:37:59because we're investing so much in them.
0:37:59 > 0:38:02We spend a lot of time digging around people's homes.
0:38:02 > 0:38:04We do a lot of home visits.
0:38:04 > 0:38:08And then it's really getting the living situation and telling a story
0:38:08 > 0:38:13of who lives in here, and feel that it's like a real home, yeah?
0:38:14 > 0:38:17Each new room is designed for a fictional character.
0:38:17 > 0:38:20Most characters are based on aspects of real people
0:38:20 > 0:38:24met by Rickylee and the team when they were doing home visits.
0:38:25 > 0:38:27The extrovert, Ben.
0:38:27 > 0:38:30Living situation, he's living single, tattoo artist,
0:38:30 > 0:38:3429 years old, income between £30,000 and £39,000 a year.
0:38:34 > 0:38:37This is a typical man cave, loves dark wood, solid colours,
0:38:37 > 0:38:39and beloved leather sofa make up his space.
0:38:42 > 0:38:47It is really important, but also we make the person up according to
0:38:47 > 0:38:50what we have found from home visits and the marketing side.
0:38:50 > 0:38:53So in order to help us also build the emotional connection,
0:38:53 > 0:38:56we make it Ben's room, then we are able to tell the story more.
0:38:56 > 0:39:00So it is quite important for the whole process, really.
0:39:00 > 0:39:02- And then...- Some Stephen King.
0:39:02 > 0:39:04Stephen King...
0:39:04 > 0:39:07Oh, I love it!
0:39:07 > 0:39:11Some of the new rooms will have a specific sound and smell.
0:39:11 > 0:39:14Scents and sounds will be coming in, and then we finish the rest of
0:39:14 > 0:39:17the propping of the back wall, and then we're ready to go.
0:39:17 > 0:39:20What do you think the smell would be in this room?
0:39:21 > 0:39:22Weed.
0:39:26 > 0:39:29While some rooms are more inspirational,
0:39:29 > 0:39:32others more directly reflect how people live today.
0:39:34 > 0:39:37This is the rental hub. This is how people have to live -
0:39:37 > 0:39:40they live in really, really small spaces.
0:39:40 > 0:39:42And then it's life.
0:39:42 > 0:39:45It's literally, you know, you've got so many things in one room,
0:39:45 > 0:39:48and this is how the people live.
0:39:48 > 0:39:51It's a kitchen, it's a bedroom, it's a living room, all in one,
0:39:51 > 0:39:55in a really, really small space. I love it.
0:39:55 > 0:39:58You know, I really want to be champing at the bit to say,
0:39:58 > 0:40:00"Come on, yes, it's open!"
0:40:00 > 0:40:02And let's open the bottle of Champagne.
0:40:02 > 0:40:03Not in opening hours, of course!
0:40:12 > 0:40:17There's just a month to go until Andreas' flat-pack sofa is pitched
0:40:17 > 0:40:20to the business team for final approval.
0:40:20 > 0:40:22And Jerry has some important news.
0:40:23 > 0:40:26The decision that we've taken when it comes to the...
0:40:27 > 0:40:32..extra, smaller cushion is that that will not be included
0:40:32 > 0:40:35in the sofa, and that's part of the strategy that we have decided on.
0:40:37 > 0:40:40Jerry and the development team want customers to choose their own
0:40:40 > 0:40:42cushions from the existing range.
0:40:44 > 0:40:47The idea from the beginning was that there was supposed to be
0:40:47 > 0:40:49a cushion included.
0:40:49 > 0:40:52But I think that this is a much better way to go,
0:40:52 > 0:40:55both from a cost perspective - keeping the price down -
0:40:55 > 0:40:58and mainly then, of course,
0:40:58 > 0:41:02also giving more options to the customer of how to dress the sofa.
0:41:03 > 0:41:05I mean, that's...
0:41:06 > 0:41:10It's kind of, I totally understand the thinking behind it.
0:41:10 > 0:41:12What did he say?
0:41:12 > 0:41:15He said, "Yeah, we in the team, we made a decision,"
0:41:15 > 0:41:18and then I knew that, OK, we would not have a side cushion.
0:41:18 > 0:41:22And I thought, "OK, good, but hang on," you know.
0:41:22 > 0:41:25"Hold your horses. Let's see what he comes up with."
0:41:25 > 0:41:28What is the key elements of a product?
0:41:28 > 0:41:32What are the things that we absolutely cannot compromise with?
0:41:32 > 0:41:36And in here, of course, it's the look of the frame,
0:41:36 > 0:41:39the volumes of the cushions, the comfort.
0:41:39 > 0:41:41And that's still here.
0:41:41 > 0:41:44This is a little bit also what I have to fight with
0:41:44 > 0:41:45all the time, you know.
0:41:45 > 0:41:48I can't just say, "I want it like that," or,
0:41:48 > 0:41:50"No, I don't do it like this."
0:41:51 > 0:41:54- So that's the cushion issue. - That's the cushion issue.
0:41:54 > 0:41:56Very good.
0:41:56 > 0:41:58We need to have what we call the business case
0:41:58 > 0:42:00approval in a few weeks' time.
0:42:02 > 0:42:06And that's where we settle more or less everything around the sofa.
0:42:17 > 0:42:21OK, everybody, if you just give me your attention for one minute.
0:42:21 > 0:42:24So shuffle together. Get your fingers out.
0:42:24 > 0:42:26And then we'll lie the helium stick on top.
0:42:26 > 0:42:28So put your fingers together.
0:42:28 > 0:42:29Right.
0:42:29 > 0:42:32A little bit higher than that, team, a little bit higher.
0:42:32 > 0:42:34OK, line your team up.
0:42:34 > 0:42:37All we need you to do is lower the stick to the floor, OK?
0:42:37 > 0:42:39So just relax.
0:42:39 > 0:42:43Relax. Your finger mustn't come off. Three, OK? Go.
0:42:43 > 0:42:46Three, two, one.
0:42:46 > 0:42:47Lower it to the floor.
0:42:48 > 0:42:50Now we're going up.
0:42:50 > 0:42:52Lower it to the floor.
0:42:52 > 0:42:54ALL TALK AT ONCE
0:42:54 > 0:42:55OK.
0:42:55 > 0:42:57Talk about it. What went wrong?
0:42:57 > 0:42:59- By the time you fall, it's going to fall off.- Yes, exactly.
0:42:59 > 0:43:01Because you will lose balance.
0:43:01 > 0:43:03There's a little bit of chaos at the moment.
0:43:03 > 0:43:06It's the volume of noise and the fact that at the moment
0:43:06 > 0:43:08they're working with ten leaders, not one.
0:43:08 > 0:43:11Everybody has an opinion, and that often happens in the business,
0:43:11 > 0:43:14where every manager wants to talk, and the co-worker says,
0:43:14 > 0:43:18"Could one of you just tell me with clarity what I'm doing?"
0:43:18 > 0:43:21And that's what they're learning in this already. You can hear them now.
0:43:21 > 0:43:23No, it was going down, but...
0:43:25 > 0:43:28OK. Team, I'm going to ask for silence.
0:43:30 > 0:43:33And I feel like I'm wasting my time. Team...
0:43:35 > 0:43:38Could everybody in the room please be quiet? Silence now. No talking.
0:43:38 > 0:43:40No talking at all.
0:43:40 > 0:43:44Three, two, one, lower it to the floor.
0:43:44 > 0:43:45Lower it to the floor.
0:43:50 > 0:43:52What are you doing?
0:43:54 > 0:43:57THEY ALL TALK AT ONCE
0:43:57 > 0:43:59OK, can I come in and help you?
0:43:59 > 0:44:02How many of you in the group understand that the
0:44:02 > 0:44:05stick is going up because it's filled with helium gas? Yes.
0:44:05 > 0:44:09You understand that, don't you? Oh, gosh...
0:44:09 > 0:44:12I thought one of you was going to say to me, "Don't be silly, Garry.
0:44:12 > 0:44:13"There's no gas in the stick."
0:44:15 > 0:44:18You think this is filled with helium, don't you?
0:44:18 > 0:44:20There's no helium in that stick, is there?
0:44:22 > 0:44:25I would say it was a challenging day.
0:44:25 > 0:44:29I thought it was going to be a tough day, but it was tougher than that.
0:44:29 > 0:44:31They talk over you. They talk over each other.
0:44:31 > 0:44:35We're not here to change their culture. We're not.
0:44:35 > 0:44:39The challenge we have is, how does Ikea's culture and their culture
0:44:39 > 0:44:44come together so that the co-worker says Ikea is a great place to work?
0:44:44 > 0:44:46It's going to be one hell of a hill.
0:44:47 > 0:44:50With the opening date for the Hyderabad store yet to be
0:44:50 > 0:44:53confirmed, Ikea plan to showcase a small
0:44:53 > 0:44:56selection of their products at a pop-up store in a few months' time.
0:44:58 > 0:45:00It's a painful, sometimes, experience to get there,
0:45:00 > 0:45:01but we'll get there.
0:45:08 > 0:45:11We are just doing the finishing touches now...
0:45:13 > 0:45:15..for our grand opening.
0:45:15 > 0:45:18Yay! It's finally here.
0:45:18 > 0:45:23The Wembley store is preparing to unveil its new look to customers.
0:45:23 > 0:45:25Woo-hoo!
0:45:25 > 0:45:29It really, really is different to the old room sets. My goodness.
0:45:29 > 0:45:32I'm a little bit speechless. I'm quite shocked at it.
0:45:32 > 0:45:34It's, like, absolutely beautiful.
0:45:34 > 0:45:38And really, really we are sure that our customers are going to love it.
0:45:39 > 0:45:42The Make Room For Life project was to really think differently.
0:45:42 > 0:45:46We followed the principles that were given on a country level,
0:45:46 > 0:45:48and then we wanted to make it something better
0:45:48 > 0:45:52and something bigger and special in Ikea Wembley, and I really
0:45:52 > 0:45:55think when you do a walk around the department you'll see it.
0:45:55 > 0:45:57So one final round of applause for the guys,
0:45:57 > 0:45:59and then we cut the ribbon.
0:45:59 > 0:46:02CHEERING
0:46:09 > 0:46:11Where are the people?
0:46:11 > 0:46:13They're right out there, I can feel it.
0:46:18 > 0:46:20Hi, there. You want some drink?
0:46:20 > 0:46:26This is some nice sparkling pear, or you can try some plain orange juice.
0:46:26 > 0:46:27It's up to you.
0:46:29 > 0:46:32When they see the room, they get more excited than
0:46:32 > 0:46:33when they come here.
0:46:33 > 0:46:36They're more excited to have the drinks, to be honest.
0:46:38 > 0:46:40No. It doesn't at all.
0:46:40 > 0:46:42I didn't realise this was a new area.
0:46:44 > 0:46:47Yes, you see, they've got elderly couples there
0:46:47 > 0:46:50in their photograph, so that's obviously the idea.
0:46:50 > 0:46:54This is to appeal to us and our age-group, I would say, yes.
0:46:54 > 0:46:56And it does.
0:46:56 > 0:47:00If we had to move into a tiny little flat, it's all here, isn't it?
0:47:04 > 0:47:07No, no, no.
0:47:07 > 0:47:10To help set the scene, some of the staff get into character.
0:47:12 > 0:47:14- I'm a tattoo artist.- OK.
0:47:14 > 0:47:18- All of my tattoos are hidden, because they're quite personal.- OK.
0:47:18 > 0:47:21But, basically, I make art pieces for other people and, like,
0:47:21 > 0:47:24anything that's special, you know, if you would like artwork to be
0:47:24 > 0:47:27made, and this is like a reflection of my room.
0:47:27 > 0:47:29What's your favourite item in this?
0:47:29 > 0:47:30Those lamps.
0:47:30 > 0:47:32- These lamps?- Yeah.- This is my favourite part of the room.
0:47:32 > 0:47:34Do you like how this looks?
0:47:34 > 0:47:35No.
0:47:37 > 0:47:38I don't like the skeleton.
0:47:40 > 0:47:42So this is our family home.
0:47:42 > 0:47:46We own this house and we do loads of different activities here.
0:47:50 > 0:47:52I would relax in here, easily.
0:47:52 > 0:47:53I think it's a masculine...
0:47:55 > 0:47:57There's not many feminine touches.
0:47:57 > 0:47:59But then if you have too much feminine,
0:47:59 > 0:48:03then what happens to the masculine person that lives in your house?
0:48:03 > 0:48:07- How do you both relax? I don't know. - You don't have a man in your house.
0:48:07 > 0:48:10Well, I'd like to have one, so I think I'll have this room.
0:48:16 > 0:48:22- Oh, yes. Definitely.- Because there's something for young, old, and older.
0:48:22 > 0:48:27- And beyond. And beyond Wembley. - Are you talking about aliens here?
0:48:27 > 0:48:29No, and beyond Wembley.
0:48:29 > 0:48:33- And these are real rooms for real people, aren't they?- Yeah.
0:48:33 > 0:48:38Like the tattooist, like the single man in his man cave room.
0:48:38 > 0:48:41- A single man who wants a woman in the cold room.- That's it.
0:48:41 > 0:48:44Like, the princess in their white room.
0:48:45 > 0:48:48- Yeah.- Didn't see that room.
0:48:48 > 0:48:50That's going to be my room.
0:49:00 > 0:49:03After months of refinement, Andreas is waiting to hear
0:49:03 > 0:49:06if his radical flat-pack sofa will get the green light.
0:49:08 > 0:49:11Never know what's going to happen.
0:49:11 > 0:49:13So I guess I'm a little bit nervous about that.
0:49:13 > 0:49:18And I would really be disappointed if it doesn't happen now.
0:49:18 > 0:49:20If the sofa is going to make the cut,
0:49:20 > 0:49:24Jerry and the business team need to sign off on the idea.
0:49:25 > 0:49:28What we are talking about is a flexible sofa, a great speaker
0:49:28 > 0:49:29for democratic design
0:49:29 > 0:49:33and the Make Room For Play launch in February '18.
0:49:33 > 0:49:35Don't like to wait.
0:49:35 > 0:49:37I need... I need answers.
0:49:48 > 0:49:50See you later, guys.
0:50:05 > 0:50:07- How are you?- I'm good. I'm good.
0:50:07 > 0:50:10- And you?- Tired, but otherwise good.
0:50:10 > 0:50:12Yeah.
0:50:12 > 0:50:14Yes, we had the business case approval.
0:50:14 > 0:50:16And it's all approved.
0:50:16 > 0:50:19- Fantastic.- Which is nice. - Yeah, that's cool.
0:50:19 > 0:50:22- Yeah.- So yeah.
0:50:22 > 0:50:23But it's going to be big for us
0:50:23 > 0:50:26because it's one of the biggest things we do for next year.
0:50:26 > 0:50:28Great news.
0:50:28 > 0:50:29Good.
0:51:02 > 0:51:04Hello.
0:51:04 > 0:51:07- You came all the way from there with that?- Yeah.
0:51:07 > 0:51:10It had its final meeting today, but it's approved.
0:51:10 > 0:51:13So it's actually ticked off now that everything is approved.
0:51:13 > 0:51:15- Basically, it's ready for production now.- Oh, really?
0:51:15 > 0:51:18- Yeah, so that's really cool.- Well, I remember you enjoyed doing this one.
0:51:18 > 0:51:22I can see when you have a bit of a buzz on a project.
0:51:22 > 0:51:25This one was a super nice project.
0:51:25 > 0:51:27It's very you, this, I think.
0:51:27 > 0:51:29- Yeah.- When I've seen all the things that you've done.
0:51:29 > 0:51:32But I've not actually seen it in real life.
0:51:32 > 0:51:34So this is great, actually, and I really want to see how it
0:51:34 > 0:51:36looks like in the garden, how it works.
0:51:36 > 0:51:39- And you haven't tried it yet, either.- No, I haven't tried it.
0:51:39 > 0:51:41So I'm really... I'm really interested to see how it goes.
0:51:41 > 0:51:43Oh, it's very light, isn't it?
0:51:43 > 0:51:45That's amazing.
0:51:45 > 0:51:47- Put it there. - You want it over there?- Yeah.
0:51:52 > 0:51:55That would be so funny if it just collapsed, wouldn't it?
0:51:57 > 0:52:01But I do love the feeling of it. It's like you just sink in.
0:52:01 > 0:52:04And you get a headrest. Perfect.
0:52:04 > 0:52:06So you're quite proud of him, then?
0:52:06 > 0:52:08I'm very proud of him.
0:52:08 > 0:52:10Actually, I'm always proud of him.
0:52:10 > 0:52:12First drink in the sofa.
0:52:12 > 0:52:15Don't stain it!
0:52:16 > 0:52:18You just couldn't...
0:52:18 > 0:52:20You just couldn't live without those, could you?
0:52:20 > 0:52:22That was bugging you, actually.
0:52:22 > 0:52:23Exactly.
0:52:24 > 0:52:27But it needs something like this.
0:52:27 > 0:52:28- Huh?- Yeah.
0:52:37 > 0:52:40In India, the team have rented space in a shopping centre
0:52:40 > 0:52:42for their pop-up showroom.
0:52:42 > 0:52:45Super excited!
0:52:45 > 0:52:49I don't know if I'm nervous. Maybe I should be.
0:52:49 > 0:52:51But I'm... I'm excited.
0:52:51 > 0:52:54God, think if it comes sort of thousands and thousands of people.
0:52:54 > 0:52:57It may be the culmination of three years'
0:52:57 > 0:53:01research, but pricing still hasn't been finalised.
0:53:01 > 0:53:03We can't sell anything from here.
0:53:03 > 0:53:06It is just to show and tell.
0:53:06 > 0:53:11We have a licence to sell the day we open up the big store.
0:53:11 > 0:53:14That's going to be maybe a little bit tricky to explain
0:53:14 > 0:53:17and so on, so we're maybe a little bit nervous about that.
0:53:19 > 0:53:23- How do you feel?- Fantastic. - Are you nervous?- Not at all.
0:53:23 > 0:53:25- Excited.- Excited. - Not at all. No, no, no.
0:53:25 > 0:53:27- We've been waiting a long time for this.- Yeah.
0:53:27 > 0:53:29The moment's here now and I think
0:53:29 > 0:53:30it's going to be absolutely fantastic.
0:53:30 > 0:53:33I don't think I realise, really, what's happening.
0:53:48 > 0:53:51CHEERING
0:54:01 > 0:54:04We're open! We're open.
0:54:04 > 0:54:06Should I start to cry now or...?
0:54:06 > 0:54:08Wow.
0:54:08 > 0:54:11You know, that first woman, she must be sort of a super fan.
0:54:13 > 0:54:15I love Ikea from the bottom of my heart.
0:54:15 > 0:54:17It's about the uniqueness.
0:54:17 > 0:54:19- How do you like it?- It's very nice.
0:54:19 > 0:54:23- It's a shame that I can't buy anything.- No, I know.
0:54:23 > 0:54:26- It's like, you know, giving an ice cream...- Yeah, you can't have it.
0:54:30 > 0:54:32As of now, we're not taking any bookings.
0:54:32 > 0:54:36The only thing is that we just put some things on display.
0:54:36 > 0:54:37I love that it's coming to India.
0:54:37 > 0:54:41I'm not quite sure what this experience store is.
0:54:41 > 0:54:43I don't quite understand what this is.
0:54:43 > 0:54:45There's no prices, and the whole reason, like,
0:54:45 > 0:54:48when I go to Ikea, I know that they're really well priced.
0:55:08 > 0:55:11Absolutely. It's been... It's been extremely tough.
0:55:11 > 0:55:13I mean, we need to make a profit.
0:55:13 > 0:55:18We need to sort of earn money, as any other business environment.
0:55:18 > 0:55:23We are working extremely, extremely hard to lower the prices
0:55:23 > 0:55:25and to set the exact right price.
0:55:25 > 0:55:28So that work is still going on.
0:55:28 > 0:55:30So we're giving some price examples,
0:55:30 > 0:55:33but we are not pricing all the articles.
0:55:34 > 0:55:37With their aim to be affordable to all, finalising
0:55:37 > 0:55:41prices in India has been tough, and only four items have price tags.
0:55:43 > 0:55:46You don't see all kinds of class floating in.
0:55:46 > 0:55:48Are they looking only for a specific set of, you know,
0:55:48 > 0:55:52community or crowd that they are catering to?
0:55:52 > 0:55:56If they want to crack the Indian market, they have to meet
0:55:56 > 0:55:59everybody not from the medium class, but even from low to medium.
0:56:01 > 0:56:02Let's be real.
0:56:02 > 0:56:05If you look around now, does it look like somewhere that
0:56:05 > 0:56:07a working-class person would even feel comfortable?
0:56:07 > 0:56:10And I think, you know, one of my fears in the beginning was
0:56:10 > 0:56:11we make it look too chic.
0:56:11 > 0:56:14We need to do a lot of work, but what we need to do,
0:56:14 > 0:56:18we need to start making money to invest more to reduce prices
0:56:18 > 0:56:21so that many more of those people can afford Ikea.
0:56:27 > 0:56:28For John,
0:56:28 > 0:56:31today is the first real opportunity to see his staff at work.
0:56:33 > 0:56:35Had we been building this when we were doing our training
0:56:35 > 0:56:37back in May or June, I think
0:56:37 > 0:56:40these guys would have been speaking over each other, almost
0:56:40 > 0:56:43punching each other out of the way to be the first one to
0:56:43 > 0:56:46attempt it, but now what you can see is they're actually collaborating
0:56:46 > 0:56:48and working together to find a solution.
0:56:55 > 0:56:57I'm an Ikean, with a blend of an Indian twist.
0:56:57 > 0:57:00I married this Indian culture to the Ikean culture
0:57:00 > 0:57:03and I'm a complete blend of Ikea and India.
0:57:08 > 0:57:11We have to understand that we have to be
0:57:11 > 0:57:14serious about the fact that we are impactful.
0:57:14 > 0:57:17Both when it comes to people's life, both
0:57:17 > 0:57:19when it comes to consumption and how do we sort of fix that,
0:57:19 > 0:57:23how do we take responsibility, and also super,
0:57:23 > 0:57:28super big and interesting questions, and with the paradigm shift that we
0:57:28 > 0:57:32are in front, we will meet a much, much more critical crowd ahead
0:57:32 > 0:57:34than we ever have.
0:57:34 > 0:57:37We're going to open up 25, 30 stores here,
0:57:37 > 0:57:41and that's a wow just in itself.
0:57:41 > 0:57:42What an impact we will make.
0:57:44 > 0:57:48With prices not yet fixed, and the first store still to open,
0:57:48 > 0:57:53Ikea have a long way to go before it they can say they've cracked India.
0:58:04 > 0:58:08Uncover the mysteries of flat-pack everyday design and brand names.
0:58:08 > 0:58:10To find out more, go to our website...
0:58:13 > 0:58:16..and follow the links to the Open University.