As the franchisor of the IKEA brand, the IKEA Concept Centre was the proving ground where retail concepts were developed and tested before global rollouts. The Dutch Kitchen was part of a test project, with the goal of increasing inspiration rather than overall sales profits.

To achieve this, a new design process was used, putting more focus on bringing up-to-date design trends to the solution and swaying from the typical IKEA design style. This was combined with bringing market relevant architectural details into the space, and styling with accessories to make the overall space relatable and aspirational for store visitors.

The Dutch Kitchen was published within IKEA internally, and the design process was rolled out as a new method of presenting the furniture range in IKEA stores worldwide.