Ikea, who has recently won gold for its sales strategy at the National Marketing Awards, has taken another step in its purpose of Create memorable experiences inside your physical stores. In Sabadell has inaugurated a new concept of experiential restoration, a pioneer in its entire global network, to test a bet that seeks to go beyond food. Receives the name of Room4all and the objective is to connect emotionally with customers through moments of leisure, relaxation and coexistence familiar.

With an investment exceeding a million euros, as detailed in a statement, this project is part of Ikea’s multichannel strategy, aimed at strengthening the link with consumers beyond the purchase act. “Our customers in Sabadell were demanding more innovative and experiential spaces. With this new concept of restoration we hope to offer you a more emotional and relevant experience” “explains Patrick Leussink, director of Ikea Sabadell. “We bet on active listening to know their tastes and expectations and adapt to them.”

Four spaces to live Ikea in another way

The new restoration space is divided into four differentiated areas, each designed to meet different needs and moods of the consumer:

Ice cream flavors
A place that seeks to celebrate creativity and imagination, especially between children and adolescents. Here, families can customize their own ice cream with a variety of flavors, syrups and topings. A wink to the game and surprise.

Boarding Room
In a hyperconnected world, Ikea proposes to disconnect to reconnect. This space invites you to enjoy classic games such as Parking, three in line or ladies, recovering the essence of the shared game without screens.

Family meal zone
Designed to promote quality time between parents and children, this area has furniture of different sizes and a warm atmosphere that invites you to feel at home.

Relaxation space
Designed for those who are looking for a quiet pause in the middle of the day, this area has low and comfortable furniture, private corners and a digital orders system that allows you to enjoy special offers without having to get up.

Images shared by Patrick Leussink on his LinkedIn profile

A model that points to growth

Ikea Sabadell’s restaurant already receives more than 315,000 customers annually, according to the company’s own data. With this new experiential proposal, it plans to reach the 346,000 visitors a yearwhich would mean a 10% increase in traffic towards its restoration space.

Thus, the role of the restaurant is understood as a Strategic lever Within the Ikea ecosystem, where food is more than a complementary service: it is an extension of its purpose. At the national level, the IKEA Restoration Division – which includes both restaurants and Swedish food store 4% of total sales of the company in Spain.

Barcelona, ​​Innovation Laboratory

Sabadell’s choice as a pilot store is because Barcelona has established itself as one of the two strategic innovation markets for Ikea, together with Madrid. In recent years, both cities have been the scene of new smaller and accessible store formulas, and recently the arrival in the Catalan capital of Ikea Home has also been announced, a platform that connects consumers with home service professionals.

This 2025, Ikeacelebra its 80th anniversary since its foundation in Sweden in 1943 and accumulates 28 years of presence in the Iberian Peninsula. Throughout these decades, the company has maintained a clear vision: make a functional, sustainable and affordable design accessible For everyone. What began as a catalog of furniture has become a global brand that now also designs experiences.

“We work hard, but we have fun doing it”remember from Ikea Spain, in a phrase that encapsulates the spirit of this new project: to transform the time that customers spend something more than a purchase.