Ikea’s first city-center store in the U.S. set to open in NYC

Forget the big-box stores Ikea is known for, the iconic Swedish furniture retailer is set to debut its first city center location in the U.S. Called the Ikea Planning Studio, the new store will open its doors at 999 Third Avenue in New York City on April 15, and it will look quite different from the sprawling, bright blue buildings that have been a cornerstone of the brand. Take a look at the new photos, below.

With growth in the number of visitors to its existing stores at a standstill, Ikea’s announcement is part of a larger effort to play catch up on e-commerce, test furniture rentals, and rethink the habits of urban shoppers. Instead of prioritizing a dizzying array of products, the new store in New York City will feature more styled living areas that showcase a curated selection of smart solutions for city living.

“We conducted extensive research about city living, and we believe New Yorkers will see their needs reflected this new concept,” said Leontyne Green Sykes, Chief Operating Officer, IKEA Retail U.S. “We hope the Planning Studio will serve as a convenient destination for design expertise and stylish, multi-functional home furnishing solutions.”

Customers will be able to browse popular products and lines while also having access to Ikea experts (by online appointment) for help with designing spaces and planning projects. The best part for shoppers? All purchases made at the Ikea Planning Studio will be conveniently delivered (for a cost) to the customer’s home. Customers can also arrange for furniture assembly and installation.

The New York City location is the brand’s first city-center store stateside, although 30 new Planning Studio locations—think Los Angeles, San Francisco, and Washington, D.C.—are planned for the next three years. The company recently opened a small-format store in central London, and a 53,800-square-foot city-center store in Paris is set to open on May 6.