As this project is aimed towards uniforms, instead of just doing my research on the esthetic of the brand, I tried to look deeper. I wanted to learn more about the people that actually wear the Ikea uniform. In order to obtain the information I needed, I found myself walking around the local Ikea one Saturday afternoon; observing the people that work there. Maybe it’s just me, but have you ever noticed how all of them seem to have a smile on their face, but never look happy?