Destiny USA constructs ‘full IKEA experience’ ahead of Syracuse opening
Destiny USA’s new IKEA location opens Friday. The new location, while smaller than most IKEAs, attempts to bring Syracuse the “full IKEA experience” across its 70,000 square feet, 3,000 products and food court. Henry Daley | Asst. Digital Editor
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Diane Zink was so excited to try IKEA’s famous Swedish meatballs that she tried to shop at its newest location in Destiny USA two days before it even opened.
“That place has a cult following online,” Zink, a local Syracuse resident, said. “I heard the meatballs are good and they have good veggie burgers, so that should be interesting and something different to try.”
When Ikea opens in Syracuse on Friday, 3,000 products available in store will greet Zink and other local Syracuse residents. IKEA Syracuse is a smaller version of the Swedish furniture store’s other outlets, with the store being 70,000 square feet, located where the former At Home was.
The new IKEA will also include a central planning area where customers can design home spaces, as well as a gently used furniture section, part of IKEA’s sustainability initiatives. In addition to its meatballs, the food court features hot dogs, cinnamon buns and vegetarian alternatives.
John Spence, IKEA Syracuse’s unit manager, said there’s an “ask” and a “want” to be in markets like Syracuse. Spence said that while the location is a smaller branch, Destiny USA still hopes to bring the “full IKEA experience” to the city. With the brand looking to expand globally, Spence said Syracuse is an ideal location for the Swedish furniture brand.
“I’ve been with IKEA for 17 years, and I feel you’re getting the full IKEA experience here,” Spence said. “The new format’s super exciting for IKEA U.S. We’re expanding all over the country, and this new format enables us to get into the market quicker.”
Wanda Fisher, the IKEA United States expansion marketing director, said that opening IKEA Syracuse was something the company was looking at for “quite a while.” She also said the company researched the area to offer “locally relevant” products in an effort to provide its customers with the best showrooms and furniture options.
“It’s one of our most requested cities to come in here,” Fisher said. “Destiny USA was just a great location and a great spot to be able to come in and work with the mall.”
Henry Daley | Asst. Digital Editor
Syracuse’s new IKEA will open on Friday, offering 3,000 products in store. IKEA Syracuse is a smaller version of the Swedish furniture store at 70,000 square feet. .
The Syracuse location is similar in size to downtown Toronto’s IKEA, which opened three years ago. With the success of the Toronto location, Fisher said the brand envisions the same success for IKEA Syracuse and will precede other smaller locations opening in Washington D.C., Phoenix, Alabama and Texas.
Before turning to national expansion, IKEA hopes to develop a strong relationship within the Syracuse community and become a main attraction at Destiny USA. Aaron Talbot, the marketing campaign leader for IKEA U.S. East, said a “priority” for the company is to connect with Syracuse University and other local colleges.
“It’s something that’s been a priority for us for a lot of years,” Talbot said. “Trying to find different ways to connect with that audience and a new audience altogether, finding a younger audience has been really important to us.”
Talbot, who said he’s worked on multiple campaigns with other colleges, said IKEA Syracuse hopes to host events and activities in collaboration with the university and Destiny USA. Connecting with college students is a top priority for the Swedish furniture store, but Talbot hopes that IKEA Syracuse can become integral to the local community.
Along with hosting events and forming partnerships with nearby universities, IKEA Syracuse also hopes to give back to the community and be a “good neighbor.” Spence said IKEA will donate $10,000 to the Food Bank of Central New York on Friday as part of its plans to give back.
Spence also said that while he hopes Syracuse and the surrounding communities enjoy IKEA’s Swedish meatballs and other benefits when the store opens, he views IKEA Syracuse as a long-term investment in the city and hopes to supply affordable products.
“The meatballs are the reward at the end of the journey, and once we get there, that’s great,” Spence said. “But IKEA is about affordability, so it’s making the many products affordable for our customers.”
