The first permanent IKEA in-store VR application that lets customers experience products interactively in a 3D showroom.

Client
IKEA
Industry
Real Estate & Interior
Solution
Showroom
Technology
Virtual Reality3D / WebGL
Services
Innovation ConsultingUX DesignVisual DesignSound DesignSoftware DevelopmentDevOpsProducingCreative & Art Direction3D Art Production3D & WebGL Development
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.
Photorealistic living room in blue with a green sofa; the material selection for the upholstery is overlaid
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.
Two VR headsets on white stands at the station, next to an IKEA instruction card and a yellow floor marker

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.

Ease of use and operational reliability were central requirements from the beginning.
The development followed a clear, iterative process with a focus on user-friendliness. 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.
A customer wearing a VR headset sits in the IKEA showroom while another customer puts on a second headset behind
Photorealistic living room in blue with a green sofa, a picture wall and daylight at the window
The same living room at night with a brown leather sofa and warm lighting
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.