As long as a brand is responding to the desires of a certain lifestyle, the borders between different industries are less important. Expanding the business and brand into new territory – solely or in collaboration with other brands – is a macro trend sometimes described in terms of The Convergence Economy.
Swedish interior giant Ikea, for example, is one of those stretching, bending and blurring its concept. When the Salone del Mobile opened up in Milan this spring, Ikea surprised with a preview of its new pop-up restaurant ”Ikea Temporary” in Milan. Add to this a
4000 square meter exhibition with products and kitchens styled by famed designers, it was hard to tell whether Ikea is into Billy bookshelves, meatballs, hospitality, entertainment or art.