The IKEA flagship on Oxford Street has just opened, and it’s no exaggeration to say that it’s one of the most hyped and most important new store openings in the world.

And as I walked in on opening day, my initial response was mixed.

I spend a lot of my life visiting new, hyped flagship stores. And that habit has shaped my expectations.

I’ve come to expect big, bold, unique, PR-grabbing stunts. I expect giant sculptures and immersive exhibitions. I expect rooms packed floor to ceiling with old products or foam balls. I expect slides, champagne, DJs, influencers – and most importantly, I expect the unexpected.

And the first thing I saw as I entered this vital flagship – this monumental cultural moment – was a huge stack of scented candles selling for 50p each.

This reflected my experience of the entire store, with the exception of a few notable concepts. This was an IKEA store in every sense.

12,000 SKUs. Meatballs. One way in and one way out.

But as I settled in, I suddenly felt like this might just be one of the best flagships I’ve ever been to – and here’s why…

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