Ikea Is Stepping Into Virtual Reality by Creating a Game for New Store Openings

It could be a template for future stores

Having already entered augmented reality, Ikea is now exploring a way for shoppers to learn more about its products in virtual reality.

Working with the recently merged MEC-Maxus agency Wavemaker, Ikea worked with incorporated a virtual reality experience for one of its store openings in a Dallas suburb, immersing visitors in an Ikea world where they could play a “pillow toss” game with a coffee table or hang out with a panda inside a bamboo lamp. Nearly 300 people tried out the popular Swedish brand’s VR for the first time, spending between three and five minutes playing games, examining furniture or learning about sustainability and design.

The marketing play is Ikea’s latest move into the world of digitally showcasing products as it seeks to help shoppers learn more about its furniture in a more experiential way.



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