Studio Seoul

Seoul moves fast. So do ideas.
Xplore Studio Seoul brings IKEA together with local talent, customers
and innovators to explore better ways to shop, work and live.

Seoul moves fast. So do ideas. Xplore Studio Seoul brings IKEA together with local talent, customers and innovators to explore better ways to shop, work and live.

A LIVING LAB FOR THE FUTURE OF RETAIL.

In South Korea, shopping moves between digital and physical experiences. Connected customers, new technology and a fast-moving retail culture make Seoul a great place to try new ideas.

LOCATED AT THE IKEA STORE IN GANGDONG IPARK THE RIVER.

Our studio brings us closer to everyday life. Here, we work
with customers, co-workers and local partners to turn ideas into practical solutions.

Our studio brings us closer to everyday life. Here, we work with customers, co-workers and local partners to turn ideas into practical solutions.

INSIGHT INTO OUR WORK

A unique place to explore, test and create

Seoul’s dynamic retail landscape and openness to new ideas make it an ideal place to explore what’s next in retail. Together with South Korea’s innovators, we test how AI, automation and digital solutions can make shopping more inspiring, everyday tasks simpler and experiences better for customers and co-workers.

COME EXPLORE WHAT’S NEXT

Join us to test ideas, share perspectives and explore the future of retail in our latest events.

Event

Barcelona

5 Learnings on the future of work with AI

April 14, 2026

View

AI is changing more than the way we work. Discover five key learnings from Magda Teruel’s Open Talk on human-AI collaboration, smarter workflows and the future of work.

Event

Barcelona

5 Learnings on the future of work with AI

April 14, 2026

View

AI is changing more than the way we work. Discover five key learnings from Magda Teruel’s Open Talk on human-AI collaboration, smarter workflows and the future of work.

Event

Barcelona

5 Learnings on the future of work with AI

April 14, 2026

AI is changing more than the way we work. Discover five key learnings from Magda Teruel’s Open Talk on human-AI collaboration, smarter workflows and the future of work.

Andrés Colmenares gesturing during his Knowledge Lab

Event

Barcelona

5 Learnings on rethinking AI in innovation

April 22, 2026

View

AI is more than the technology behind it. Discover five key learnings from Andrés Colmenares’ Knowledge Lab on questioning AI myths and rethinking responsible innovation.

Event

Barcelona

5 Learnings on rethinking AI in innovation

April 22, 2026

View

AI is more than the technology behind it. Discover five key learnings from Andrés Colmenares’ Knowledge Lab on questioning AI myths and rethinking responsible innovation.

Event

Barcelona

5 Learnings on rethinking AI in innovation

April 22, 2026

AI is more than the technology behind it. Discover five key learnings from Andrés Colmenares’ Knowledge Lab on questioning AI myths and rethinking responsible innovation.

Event

Barcelona

5 Learnings on building cities for future living

February 18, 2026

View

The future of cities starts with people. Discover five key learnings from Cristina Garrido’s Open Talk on building more inclusive, adaptable and liveable urban spaces.

Event

Barcelona

5 Learnings on building cities for future living

February 18, 2026

View

The future of cities starts with people. Discover five key learnings from Cristina Garrido’s Open Talk on building more inclusive, adaptable and liveable urban spaces.

Event

Barcelona

5 Learnings on building cities for future living

February 18, 2026

The future of cities starts with people. Discover five key learnings from Cristina Garrido’s Open Talk on building more inclusive, adaptable and liveable urban spaces.

XPLORE STUDIO SEOUL NEWS

Explore local trends, fresh perspectives and new ideas shaping the future of shopping, technology and everyday life.

Colourful painted Dala horses on a black background

Article

Generic emails don’t fit unique people

One message doesn't fit everyone. Discover how smarter segmentation helped IKEA Family make communications more relevant.

Discover more

Article

Generic emails don’t fit unique people

One message doesn't fit everyone. Discover how smarter segmentation helped IKEA Family make communications more relevant.

Discover more

Article

Generic emails don’t fit unique people

One message doesn't fit everyone. Discover how smarter segmentation helped IKEA Family make communications more relevant.

Person dancing in a kitchen under red light

Article

Can sound change how we shop?

What if the sounds around us could change how we shop? Xplore Studios and IKEA Denmark explored how sound can make shopping clearer, calmer and more inspiring.

Discover more

Article

Can sound change how we shop?

What if the sounds around us could change how we shop? Xplore Studios and IKEA Denmark explored how sound can make shopping clearer, calmer and more inspiring.

Discover more

Article

Can sound change how we shop?

What if the sounds around us could change how we shop? Xplore Studios and IKEA Denmark explored how sound can make shopping clearer, calmer and more inspiring.

IKEA return label for a returned product

Article

Getting product returns right in retail

Returning a product shouldn't be complicated. Discover how Xplore Studios tested AI to help customers find the right solution.

Discover more

Article

Getting product returns right in retail

Returning a product shouldn't be complicated. Discover how Xplore Studios tested AI to help customers find the right solution.

Discover more

Article

Getting product returns right in retail

Returning a product shouldn't be complicated. Discover how Xplore Studios tested AI to help customers find the right solution.

Let’s explore it together!

We believe better ideas come from working together. If you’re an entrepreneur, researcher, innovator or potential partner, we’d love to hear from you.

Get in Touch