I visited the brand new Oxford Street IKEA before it opened — there’s just one problem

I’m giddy as I walk through the doors of IKEA’s brand new home: the grade II listed 214 Oxford Street store.

It looks vastly different from when it was ‘big Topshop’, the millennial dreamland that closed its doors in January 2021.

Just 10 months later, IKEA bought the site, and we’ve been waiting for its grand opening ever since.

Today is finally that day. Taking up just three of the building’s seven floors, this new store marks the start of IKEAs journey to open smaller inner-city spaces – a move away from the gigantic warehouse-style shops you find in retail parks across the UK, and beyond.

I was one of the lucky few to get a peak inside the new IKEA before the masses come looking for their Billy bookcases and meatballs.

First impressions

As you walk in at street level, you’re welcomed by a big ‘Hej!’ sign and IKEA’s ‘curated shops’, essentially four shopping edits chosen by London families, based on their real wants and needs – think collections for those WFH or living on basement flat.

It’s essentially a humble brag from the Swedish retailer to prove that they know exactly what we want here in the capital. Multiple times a year, new Londoners will be invited to curate their own product selection.

The collections feature knick-knacks including soft furnishings and glassware. It was cool, but nothing ground breaking, and it didn’t feel like the IKEA I know and love.

I was excited by the fabulous IKEA merch though. From bottles and t-shirts to hoodies, you can deck out your wardrobes (IKEA’s PAX, of course). I may have to go back for that fuchsia bucket hat…

The restaurant and deli

Take the escalator down to the 1st floor and you’re greeted by the all-important deli and restaurant, which is on a smaller scale than the IKEA restaurants shoppers will be used to, seating just 130 diners at a time.

The restaurant, while compact, is set up much like a McDonald’s. Order at the screens and collect it once your number pops up on the TV above the kitchen. You can get items to takeaway too.

Sadly there’s no new offerings on the menu, but of course you’re only really there for one thing anyway. The meatballs are on offer and are still as delicious as ever, all for just £4.95.

There’s even hot dogs from 85p, making it a pretty cheap meal out.

In the deli, I spied some Cheez doodles, which were invented in 1964 and are only available in Ocado in the UK (until now), as well as Gifflar cinnamon rolls and knock-off Jammy Dodgers.

With a full stomach, it was time to head around the showroom.

The showroom

This is the IKEA you’ll recognise – but elevated.

You start your journey in the sofa section, followed by bedroom, office, kitchen, bathroom and kids. Did I find my dream kitchen there? Yes. Can I carry a whole showroom home? No.

Some hi-tech features include a touch screen to control the lighting in your showroom of choice, plus, as you move between sections, you pass under an archway where you’ll hear a voice telling you about that section’s designs.

Less hi-tech but just as exciting is the IKEA pick n mix in the kids’ section.

The store, while smaller, packs so much into just three floors, satisfying every need or want you may have, and you don’t miss the expansive size of the likes of its Wembley store.

Equally you don’t feel underwhelmed by the offerings like you might do in the compact Hammersmith store.

All in all there are 6,000 products on display, 3,500 of which are available to buy and take home on the day.

Obviously not all IKEA items can be popped in a bag and lugged home on the Victoria line – and the store won’t let you do that anyway.

You can’t actually pick up any large pieces of furniture that won’t fit in the iconic blue FRAKTA IKEA bags – but you can order it from the store to be delivered to your door.

The re-shop and re-use section

In a global first, the Oxford Street store has a ‘re-shop and re-use’ section, where you can browse second-hand and discontinued IKEA products.

We’re being spoiled with IKEA furniture that’s even cheaper – what’s not to love?

The addition to the store is to promote a more sustainable lifestyle at home, and it was a stand out for me. I can’t wait to go back for some bargain hunting.

In another first, there will also be a ‘live studio’ which can host interactive experiences and exhibitions for events that are relevant to the local community.

My verdict and the one big drawback…

IKEA has long been more than simply a furniture and homeware store – it’s an experience.

It’s a day out where you can explore your tastes, satisfy your cravings for Swedish meatballs and indulge in a few new additions to your home.

It sucks you in with the allure of cheaper than cheaper flat packs and kitchen gadgets you didn’t know you need, making you wish you could renovate the cramped and overpriced flat you rent, in the hopes of one day making it onto the property ladder (I know that’s not just me).

But, there is one thing about this IKEA store that may upset some of you – there are only self-checkout tills. That’s right, there are no manned tills to check out your items, so you may want to pick a till close to a staff member if you tend to need assistance.

Not to brag, but I’m a pro at self-service checkouts, so it doesn’t phase me in the slightest.

In fact, I fear I may become a regular visitor, forced to brave the central London crowds just so I can escape into the oasis that is IKEA Oxford Street.

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