ThefirstpermanentIKEAin-storeVRapplicationthatletscustomersexperienceproductsinteractivelyina3Dshowroom.
Client
IKEA
Industry
Real Estate & Interior
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
Awards
Red Dot AwardiF Design AwardLovie AwardsADC Germany (Art Directors Club)Deutscher Digital AwardWebby AwardsAnnual Multimedia Award
The first permanent VR experience in the IKEA store makes interior design immediately tangible.
Design must be experienced by everyone themselves.
In the store, unpacking and looking was no longer enough; customers sought stronger inspiration and the opportunity to test furniture in their context. The goal was to expand the customer journey, increase dwell time, and create concrete purchasing impulses through an emotional, easily accessible experience.
The solution should enable co-creation and reach all target groups.
More inspiration, more co-creation.
A Virtual Home Experience that brings furniture to life.
The permanent VR application is an interactive 3D showroom where visitors can configure furniture, change materials and wall colors, and test different lighting moods. The installation is available in selected furniture stores as part of the customer journey and invites playful co-creation.
As the world's first permanent in-store VR, the application in selected locations opens up new paths for inspiration; the pilot in the Berlin store provided detailed user insights and positively confirmed feedback that clearly demonstrates the emotional impact on brand perception and purchase willingness.
The development followed a clear, iterative process with a focus on user-friendliness.
Technically robust and user-friendly.
Operational reliability and ease of use were central requirements from the beginning.
Hardware design, automatic cable management, and remote maintenance were planned to ensure reliable operation in the store. Photorealistic renderings and HD surround sound create emotional moments, while continuous updates are based on customer feedback.
VR transforms inspiration into tangible ideas for every home.
The Virtual Home Experience is continuously expanded, integrating new collections and seasonal trends, and uses customer feedback as a driver for improvements. It shows how technology creates emotional encounters in the store and invites customers to actively shape their home.