IKEAImmerseconnectsinspirationanddirectshoppinginanimmersiveVRworld.
Client
IKEA
Industry
Real Estate & Interior
Services
Creative Strategy & StorytellingTechnical ConsultingUX DesignVisual DesignConcept ArtSoftware Development3D Art Production
Awards
Red Dot AwardLovie Awards
Virtual reality is becoming the new point of sale.
IKEA aimed to deepen customer experiences and increase conversion at the point of sale as well as online. The challenge was to create a roomscale VR experience that emotionally inspires while seamlessly supporting purchasing decisions.
The application was offered in selected German furniture stores, at pop-up events, and soon globally through the Oculus Store.
The solution needed to be scalable and locally adaptable.
An interactive living world connects exploration, configuration, and shopping.
IKEA Immerse allows roomscale exploration, hundreds of product variants, a wish list, and direct checkout via smartphone. More than 30,000 users provided insights that demonstrated engagement and a measurable increase in conversion at the point of sale.
Users can change materials, colors, and lighting moods in real-time and create 360° panoramas of their space that can be saved, accessed via a landing page, and shared on social media.
The introduction is guided by well-known testimonials through voiceover and playfully leads users through the first steps, allowing them to quickly experiment, save ideas, and share experiences with others.
The project followed an agile process with rapid iterations.
Interdisciplinary teams from experience design, 3D artists, and engineering worked closely together, tested early with users, and ensured high visual quality with reliable performance.
A combination of real-time rendering and targeted prerender elements, optimized 3D assets, and a parser for live product data allow for quick updates, easy localization, and a scalable rollout for stores and the Oculus Store.
Technology and maintainability were conceived as modular from the beginning.
