Ikea has opened its brand new mini store –the Ikea Planning Studio– on Tottenham Court Road in central London. The store specialises in kitchens and bedroom storage, giving customers an easy and convenient way to get the advice and inspiration they need to browse, plan and order furniture for a bigger project in their home. It is a new way for customers to experience the Ikea brand, offering a personalised and tailored service.

After spending decades battling planners to build 35,000 sq metre sheds on the outskirts of cities, the change of tack by the world's largest furniture retailer is drastic. The showroom is just 400 sq metres and took months, rather than years, to open. "Our new city centre approach brings IKEA into the heart of London and is designed to complement our larger stores and digital offering, so customers have a wide range of choices that suit their needs and lifestyles," Ikea's London city centre market leader Jane Bisset said. "The Ikea Planning Studio on Tottenham Court Road will give Londoners a relaxed and professional experience to get the advice and inspiration they need to plan more complex or large-scale home projects, with the expertise and specialist support of our co-workers, alongside a great service package."

To celebrate the opening of the new city centre location, the iconic blue FRAKTA bag has been given a mini makeover revealing a new way of shopping at the IKEA Planning Studio. The bag has been designed to fit only the essentials such as a set of keys, phone and a wallet –IKEA Tottenham Court Road will organise the rest!