IKEA is all set to build an IKEA town in the Startford are of East London area in collaboration with IKEA’s real estate sister concerns ‘LandProp Services’. So what exactly is the IKEA Town? This massive neighborhood will be built on the basis of the ‘IKEA philosophy’ to urban planning. mean, exactly? “We don’t want to produce for the rich or the super-rich; we want to produce for the families, for the people,” says an IKEA spokesperson. The neighborhood will be entirely owned by the company, which will serve as both manager and landlord. Its style, of course, will be Scandinavian.