IKEA's proving it's up for new ideas that get people to head to its stores. Its laying on a boat service to get Manhattan residents to cross the East River to visit its new store in Brooklyn. What a great idea.
As well as seizing use of rivers, often ignored as a great way to connect places, it points to other opportunities. Some of you know we've been arguing for some time that retailers like IKEA could eventually offer free or discounted cars in cities - even taking up slack times in services such as ZipCar.
The idea has bigger implications. As well as getting people to visit, it would reduce the number of 'supermarket cars' that today cram (yet lie dormant in) many cities for all but a few hours per week, when they're used for shopping. A side effect would be more space for people to move through, opening up better environments for cycling and light vehicle use.
We call the initiative Supermarket Sweep. It was our contribution to April's NESTA Social Innovation Camp. And it's something that will find its time.
This BBC clip tells what it's like to ride the new IKEA water taxi.
Posted by Mark.
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