Ikea Uses Augmented Reality to Create Customizable Showrooms

The Space Unfolded immersive experience is open for a limited time in Brooklyn

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Come for the meatballs and Billy bookcase. Stay for a virtual tour that’ll “spark joy” for your cozy-but-drab living space. 

Ikea—the Swedish furniture retailer known for its culinary offerings, iconic blue bag and cult-like appeal for urban dwellers looking to upgrade their overpriced abodes affordably and eco-consciously—recently launched Space Unfolded, an in-store pop-up located on the mezzanine level of its Brooklyn, N.Y. location. 

Making good on a plan shared during Adweek’s Brandweek 2021 to ramp up its technology to improve the customer experience, the retailer enlisted agency partners Ogilvy and Wavemaker to create the activation.



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