Cannes Lions

Virtual Home Experience

DEMODERN, Hamburg / IKEA / 2017

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

The Virtual Home Experience lies at the center of IKEA's home furnishing hub – a playful interior lab where IKEA focuses on inspiring and co-creation with its customers. The VR experience works like a creative primer by inviting them to visualize combinations. It sets customers free to think beyond given things, making the most out of their visit to the hub and helping them truly find their own room for life.

The application provides an immersive and emotional product experience that revolutionizes the way customers engage in interior decoration. After slipping into IKEA's virtual showroom, visitors are able to explore and configure furniture items and their environmental context in real-time. They can try different fabrics, swap the wall color and change the time of day to see their combinations in a different light. It empowers the visitor to visualize their own taste, inspire and expand their mind with new ideas.

Execution

Given the context, the Virtual Home Experience pushes VR as the most meaningful and effective platform for getting into a creative mental state – providing a radical experience that pulls visitors out from the walkway and puts them into a full-scale flow of colorful emotions and exciting surprises.

Welcomed by IKEA's very own speaker and engulfed in high-definition 3D spatialized sound, the room and its environment come to life while the user can truly feel part of the space.

The Virtual Home Experience intertwines a recognizable visual interface and motion design with touchless interactions. The result is a multi-dimensional signature brand and product experience that looks and feels like IKEA. Simple interactions and clever focus mechanisms allow the user to customize the room's interior and many facets of its environment in a glimpse.

It is public since September 2016, ten hours a day, six days a week. Each day, more than 80 visitors are using the application, with an average time of three minutes per user. Several interviews and usability studies generated insights on the integration of VR within a future consumer journey. The experience is to be rolled out in more stores in 2017. Various european IKEA markets, from Spain, Austria to Poland are planning to integrate it into their stores as well. As trends and seasons change, so does the application. More rooms, interactions and services are integrated in a new version, to be launched in summer 2017 and concepted on insights of the first version.

Outcome

The Virtual Home Experience intertwines a recognizable visual interface and motion design with touchless interactions. The result is a multi-dimensional signature brand and product experience that looks and feels like IKEA.

It is public since September 2016, ten hours a day, six days a week. Each day, more than 80 visitors are using the application, with an average time of three minutes per user. Several interviews and usability studies generated insights on the integration of VR within a future consumer journey. The experience is to be rolled out in more stores in 2017. Various european IKEA markets, from Spain, Austria to Poland are planning to integrate it into their stores as well. As trends and seasons change, so does the application. More rooms, interactions and services are integrated in a new version, to be launched in summer 2017 and concepted on insights of the first version.

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