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

Affinity becomes currency in retailer’s tech-driven stunt

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

Instead, those interested in the limited collection—which consisted of carpets designed by eight contemporary artists, including Virgil Abloh, artistic director of menswear at Louis Vuitton—had to put on a headset and prove they were having a visceral reaction to one (or more) of the designs.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in