Dossier
Physical retail
Coverage of Physical retail in the Nexus archive.
- Ikea’s real estate arm sponsored a pillow fight in France. Here’s why
Ingka Centres, the real estate arm of Ingka Group, sponsored a pillow fight event in Paris as part of a deliberate strategy for its properties. Faced with competition from online shopping, the company believes that hosting community experiences and making a shopping mall feel like an amusement park is necessary for physical retail to thrive.