According to Joop De Boer, "the site will be surrounded by two waterways and will have water as a central concept. London's brand new 'mini-Venice' will offer all all opportunities to residents to make the most of their waterside location by using the moorings, water taxi service, and even a floating cocktail bar."
"The aim is to create a friendly neighbourhood idyll, with courtyards and a public square to encourage interaction, and the unsightly aspects of life will be kept to a minimum. Cars will be parked underground and rubbish will be discreetly disposed of through underground tunnels. A school, health surgery and nursery will be built to minimise inconvenient travel."
There are the skeptics who question "...can IKEA do the same to urbanism as what it did to interior design?"