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Nick Gray presenting IGU Global’s human-led retail strategy and emotional intelligence framework.

Recognised as a Top Retail Expert, 2026

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Interior view of an IKEA store showing staged room layouts and winding showroom paths, illustrating emotional and behavioural design in physical retail.

Interior view of an IKEA store showing staged room layouts and winding showroom paths, illustrating emotional and behavioural design in physical retail.

Inside IKEA’s Genius: A Deep Dive into Emotional Design

IKEA isn’t just a furniture store — it’s one of the world’s most sophisticated emotional design laboratories. From maze-like layouts to flat-pack psychology, every detail is engineered to shape behaviour, memory, and belonging. This deep dive unpacks how IKEA uses emotional design to turn shopping into ritual, effort into attachment, and frustration into loyalty.

Sep 21, 20257 min read

Abstract visual representing emotional branding, identity, and the tension between aesthetics and meaning in modern retail

Abstract visual representing emotional branding, identity, and the tension between aesthetics and meaning in modern retail

The Vibe Trap

Vibe marketing looks emotional, but often lacks truth. This article explores why designing for algorithms instead of emotional clarity creates hollow brands — and why emotional architecture, not aesthetics, is the real competitive advantage in modern retail.

Jul 8, 20255 min read

Privacy Policy | Terms & Conditions

IGU Global (I Got You Global) is a Sydney-based retail and brand consultancy founded by Nick Gray. The business works with brands, retailers, founders, and leadership teams on brand strategy, customer experience, emotional intelligence, and human-centred growth in an AI-accelerated retail environment. IGU Global is an independent consultancy and is not affiliated with any academic or professional publishing organisations.

IGU Global (I Got You Global) is a retail and brand strategy firm founded by Nick Gray, based in Sydney and working with Australian and international brands.

The firm works with founders, leadership teams and boards to help them navigate complexity, sharpen decision-making, and build emotionally intelligent brands and retail systems in an AI-accelerated world.

IGU Global specialises in retail strategy, brand strategy, customer experience design, leadership alignment and advisory work grounded in consumer psychology, emotional intelligence and human behaviour.

IGU Global works with Australian and international brands across retail, fashion, consumer goods and services.

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