The new Ikea shop – built on the border between Sesto Fiorentino and Florence – replaces an urban-decayed area. The new sales structure is located in a barycentric position in relation to the local territorial systems and sub-systems. It represents a turning point in the company’s philosophy: it is the first in Italy to be designed from scratch, in terms of both function and form. This design opportunity represented a communication challenge. The project – bound by colours, dimensions and materials defined by the corporate image – affects the Ikea brand by determining new invariants. One of these is the micro-perforated upholstery facing the highway, which is now adopted in the new factories. This upholstery allows glimpses of the interior and winks at motorists with the vibration of the texture. The design enhances the colour contrast and emphasises the functions with the juxtaposition of both simple and compact volumes. The yellow prism – containing the bar-restaurant – is slightly rotated compared to the blue prism that houses it, accentuating the interplay and lightening the perceived mass.