Ilva Living – rooms for inspiration
Ilva is one of Denmark's leading homeware chains. Since Danes have started buying furniture and décor online, physical homeware stores have become places that provide inspiration rather than merely being sales outlets.
This is why the traditional division into departments is dying out in modern homeware stores. The various products and product themes are shown in the context in which they are to be included, and are therefore presented holistically rather than in categories.
This is the essence of the Ilva chain's Living concept, and the Aalborg shop is a test store for a complete rollout of the concept.
Expedit has worked closely with Ilva to achieve the right look, the right mood and the optimal materials that reflect the times and trends.
The two cubes at the main entrance are perfect examples of a compelling and creative solution that creates inspiration and shows that anything is possible. An added bonus is that you can look straight into the upper cube from the 1st floor, where you will find the majority of Ilva's furniture.
During my walk around the store Ilva introduced me to inspiring decor using Nordic colours and materials, which made me want to buy, and gave me great ideas to take home.
The new fixture concept is white, lightweight and built on a narrow steel profile, so it highlights the products. In between, the steel is combined with raw plywood boxes to expose focus items.
In the lighting department, the concept has been given a black twist, so it moves into the background. Here, the lighting is more pointwise, so one can focus on how each individual lamp shines.
On the first floor, Ilva has chosen to create a feeling of open space, which is seldom done in homeware stores. This helps to provide an overview, and it offers a space to imagine the furniture in my own living room. In between the furniture again, one can see Expedit's fixtures – for highlighting of the complementary items - pillows, throws, vases, maintenance products etc.
“For the grand opening in Aalborg, 600 customers were waiting in line. We had the wildest weekend in Ilva's history, but the interesting thing is that we have maintained the pace - the store is still performing above expectations,” says Hanne Holm Nørgaard, concept manager at Ilva.
“But we have to move on, and we are just about to start rolling out parts of the concept in our store in Malmö.