IKEA enthusiasts, get out your camping gear.

Starting May 21, two days before the Swedish home furnishings giant's grand opening in Draper, customers can start pitching their tents outside the new blue and yellow building at 67 W. IKEA Way.

Upwards of several thousand visitors are expected to throng the store's official opening at 9 a.m. Wednesday, which will feature a traditional Swedish log-sawing ceremony and the raising of U.S., Swedish and Utah flags by various dignitaries, said Joseph Roth, director of public affairs for IKEA North America.

Gift certificates of between $10 and $250 will be given to the first 2,500 visitors on May 23, while free armchairs and heart-shaped cushions will be given to the first 100 adults and 100 children respectively.

The 350-worker Draper store, the 30th U.S. outlet for IKEA and 255th worldwide, is part of a planned U.S. expansion that began four years ago when the retailer had just 15 stores in America. Today, IKEA has doubled that number of stores and is expected to add 10 more U.S. outlets by 2010.

With the projected sales growth in America -- IKEA's second-largest market after Germany -- the retailer is opening its first U.S. factory in Danville, Va., in spring 2008. That factory will build and supply most of its wood-based furniture to its U.S. stores.

But what is fueling IKEA's growthfi

"It's just an experience shopping here," said IKEA greeter Margareta Soderquist at a media preview Wednesday.

"There are so many Scandinavian, Swedish and even Japanese people here I know of who are dying for IKEA to come," said Soderquist, a native of Sweden who spoke with a strong Swedish accent despite having lived in Salt Lake City for 58 years. She said she used to drive to IKEA stores in Los Angeles just for its preserves and meatballs.

IKEA greeter Deborah Lee of Sandy says she used to make a 15-hour drive twice a year from Utah to IKEA's store in Tempe, Ariz., just to stock up on pots, plants, furniture and kitchenware.

"All the items are made for or by IKEA, and there are pictures of IKEA designers throughout the store. It's very personalized," she said.

With a network of 1,300 suppliers in 53 countries, IKEA customers can find glasses from Turkey, place mats and pillows from China, rugs from Israel, and even Swedish food brands like Anna's Pepparkakor ginger thins and Lofbergs Lila ground Arabica coffee.

What enthralls shoppers the world over is the IKEA visit; the store design is aimed at eliminating the chore factor in shopping for furniture and home accessories.

Shopping carts, child strollers, bright yellow and blue shopping bags and lists are within easy reach near the store entrance. There are 51 different room settings and displays for the bedroom, bathroom, kitchen, living room and office.

Even rivals grudgingly acknowledge the company's aptitude for appealing to shoppers' eyeballs -- something they call the "IKEA effect."

Fun and functionality emanates from the design of each room setting, where the furniture itself is arranged in fully accessorized displays, right down to wine bottles in wine racks and picture frames on the night stands -- all aimed at inspiring customers to spend more.

Haven't a clue on how to decoratefi IKEA designers offer decorating ideas through the room settings, as well as displays for their three model homes, which seem to target budget-conscious college students and small families by showing them how much furniture they can squeeze in a small space and still achieve a trendy look.

With the exception of electronics, the retailer holds about 10,000 items catering to every aspect of home decor -- housewares and accessories, trendy sofas, futons, bookcases, wardrobe sets, and kitchen, bedroom and office sets. There are also touchscreen computers at the kitchen design area to help customers plan their kitchens.

According to a November 2005 Businessweek article, the retailer aims to lower prices across all its offerings by an average of 2 percent to 3 percent each year. It goes deeper when it wants to hit rivals in certain segments.

Once customers have made their furniture selection, they can obtain information on the item's location from its price tag, and proceed to a self-serve area.

For those who aren't D-I-Y savvy, IKEA technicians will assemble their furniture for a minimum $50 fee. Home deliveries are also available starting at $59.

To keep customers at the store, IKEA also offers a 300-seat restaurant with various Swedish and local fare and a Swedish Marketplace that features specialty goods such as cheese, crackers, cookies, frozen meatballs and smoked salmon and herring. There is also a bistro.

Customizing IKEA stores to the locations they are at also helps, Roth said. "Our Atlanta store has sweet tea and grits. The Florida store is adding beans and rice," he said. "Our Draper store may add some special Utah cuisine to the menu -- maybe fry saucefi"

This story appeared in The Daily Herald on page A1.