"'It is not an IKEA hotel. It’s a continuation of our normal investment activities in real estate.'
However, Muller said, the hotels will operate under IKEA’s credo of 'good quality at a reasonable price,' and will be designed by Nordic designers with a Scandinavian feel."
Not that any of this is meant to make us less excited about the finished, IKEA-approved product, but it certainly paints a different picture than many of us had initially envisioned. Owing to the brand's super-successful history in the furniture—and, more recently, real estate—business, we trust they know what they're doing.
[Photo: IKEA Cataog]