2018 Winners & Shortlists

VIRTUAL REALITY STORE

Client/BrandIKEA
Product/ServiceVIRTUAL REALITY
EntrantTAKELEAP Dubai, UNITED ARAB EMIRATES
Type of EntryBrand Environment & Experience Design
CategoryRetail, Point of Sales & Consumer Touchpoints
Idea Creation TAKELEAP Dubai, UNITED ARAB EMIRATES
PR ACTIVE DMC Dubai, UNITED ARAB EMIRATES
Production TAKELEAP Dubai, UNITED ARAB EMIRATES

The Campaign

The idea was to give the visitors the opportunity to place signature IKEA products in their own virtual living room using VR technologies. Users chose from pre-set room layouts (L-shaped, square or rectangular) to match the dimension of their living space and purchase the products on site if they wish. With the IKEA virtual reality store, customers could choose their favorite items in as little as 20 minutes while having a realistic view of what the furniture will look like in their homes. With a 1:1 scale, users were able to recognize the real size of their products while visualizing the photo-realistic colors and texture of fabrics.

Creative Execution

The execution happened on a 4mx4m space with an entry and exit. At the entry the users are welcomed by a touchscreen where they were asked to enter their details and choose their living room layout. Then they go into the empty space of 4mx4m to start the VR experience. Once they are done with their furnishing, they exit and see their chosen items on the exit touchscreen. The printer allowed them to get a hard copy on site immediately so they can go to the cashier for purchasing, or as per preference to send an email to themselves if they wish to come back later on.

Indication of how successful the outcome was in the market

It’s the first ever actual Virtual Reality Retail experience where users can choose their home layout, furnish and then get a list of all items selected with the unique reference code and price list to go to the cashier for purchasing. Using virtual reality, offered shoppers an inventive, new and solutions-driven experience. Within only two weeks of this activation, the footfall to the IKEA stores rose by 19 per cent.

Ikea wanted to make sure to be the front runner in adopting the latest innovations for their marketing campaign of raising awareness of their products and brand. The target audience were families, especially women from the age of 25-45. Through the virtual reality store they were able to engage the public in an immersive environment that allows both customer and supplier to benefit by increasing efficiency and decreasing time.

Credits

Name Company Position
Bosco Pereira Takeleap Project Manager
Joanna Brady Takeleap Creative Designer