[imiric]

> nothing about this needs to be set in Ikea

Sure it does. IKEA either invented or popularized the concept of designing a store in a maze-like structure, to _force_ customers to walk through aisles of product to entice them to buy something, even if they're not looking for anything in particular. If you walk into an IKEA store, the only way out is to walk through the entire store. It's why they have one-way arrows to guide the traffic.

This layout is particular to IKEA, and no other store evokes the sense of dread of being forcefully locked in a retail environment. This is why having a horror game set in an environment that parodies IKEA specifically makes a lot of sense, and would connect far more with players than if it was set in some random store.