Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
Why does walking into a Uniqlo store make you relax? Nick Gray decodes the psychology of radical simplicity — the cognitive load principle, HEATTECH, KAWS, and what it means for your brand.
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.
Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
