While working on an article about the branding genius of Ikea's immersive retail environments, a writer I know once set up shop in an office display on the store's showroom floor. I mean that literally: He settled into a Träne chair at an Effectiv desk, replaced the framed photo of a Nordic model with one of his nephew, then plugged in his laptop and spent the day researching and writing his article. (His progress was occasionally slowed by inquiries from confused customers—"Excuse me, do you work here?"—to which he would cryptically respond,... More >>>