It’s the moment anyone looking for a conveniently packaged, Swedish designed kitchen cabinet is waiting for.

Ikea opens in Auckland this week at Sylvia Park – and it’ll be the company’s largest store in the Southern Hemisphere, about the size of three rugby fields.

You’d be pressed to find someone who hasn’t encountered news of the iconic brand in Aotearoa. But why is it such a big deal? What’s so different about Ikea?

We’ve brought Quantum Jump CEO and marketing expert Ben Goodale along with us to get an early look at the labyrinth that is Ikea.

Later we will speak to Patricia Routledge, Country Communication Manager at IKEA AU & NZ about the specifics of how the team chose to market Ikea to Kiwis.

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You can read more about this and other stories in the New Zealand Herald, online at nzherald.co.nz, or tune in to news bulletins across the NZME network.

Host: Chelsea Daniels
Editor/Producer: Richard Martin
Producer: Jane Yee

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