Ikea to trial new layout that could signal end of well-trodden store route

Swedish furniture retailer wants customers to be part of the furniture' in a more immersive experience

The typical set route customers have taken through an Ikea store for decades, independently following arrows through mocked-up rooms that, even if hours later, eventually lead to the checkout, may soon be consigned to history.

The company has announced plans to introduce what it calls a more immersive experience.