Ikea Is Using Brain Activity Data to Determine If You’re Worthy of Its Artwork

Affinity becomes currency in retailer’s tech-driven stunt

Created by Ogilvy Social Lab Brussels, the experience was created to ensure that only true art lovers would be able to take home a piece from the coveted line. Ikea

The old saying “money can’t buy happiness” recently came to life for shoppers at an Ikea in Belgium, where an exclusive line of carpets required more than just cold hard cash for purchase.

@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.