It's been a long time coming for fans of flat-pack furniture, Scandinavian design, and, of course, meatballs ... But in just under a month, retail giant IKEA will finally open its first store in New Zealand.
The Swedish furniture behemoth's 34,000-square-metre store at Sylvia Park in Auckland opens on December 4.
The aisles aren't even filled yet, but excitement is already building among fans, with some saying they'll drive the length of the country just to be there when the doors slide open for the very first time.
So why does IKEA inspire such a cult-like following? Is it just clever marketing and brand development, or is there something deeper at play?
Emile Donovan speaks to University of Otago consumer behaviour expert Professor Lisa McNeill.
Photo: RNZ / Marika Khabazi
