Immersive in-store
experiences
Conceptualization and end-to-end design of a digital experiences that allow IKEA customers to explore inspiring interior decoration ideas and plan their dream homes in an engaging way.
Client
IKEA
Role
Product Researcher and Designer
Concept and ideation
Prototyping
Testing
Introduction
001
What’s an immersive
experience?
In the retail environment, an immersive digital experience is a new kind of touchpoint and media that is installed in a store and that is designed to transform the way customers explore and interact with the full range of products and room settings. Using a standard kiosk as the interface and cutting-edge LED displays or projectors, we are able to allows users to browse dozens of digital room settings in real size, and experiment with different configurations.
This experience bridges the gap between online browsing and in-store shopping, offering an intuitive, engaging way for customers to find inspiration, discover the range of products and make informed purchasing decisions in small-footprint stores.
By integrating high-fidelity room and product visualizations and an intuitive interaction, the Immersive Room is a new media that redefines how customers engage with home interior design, bringing inspiration and practicality together in one immersive space.
Challenge
002
The problem
As retailers like IKEA shift towards city-center locations with smaller footprints, the need for efficient use of space has never been greater. Unlike traditional large-format stores (the blue box), these urban city stores have limited room for full-scale kitchen displays, inspirational setups, or an extensive product showcase.
Also, younger generations are less likely to visit large out-of-town stores, often due to a shift away from car ownership and a preference for more accessible, urban shopping experiences. At the same time, they expect highly engaging, interactive experiences that mirror the digital environments they’re used to—social media, gaming, and user-generated content. So…
How might we create engaging, interactive retail experiences that fit within spaces
while meeting the expectations of a digitally native generation?
Immersive in-store experiences aim to address this challenge by offering a digital alternative—allowing customers to explore an entire catalog, visualize products in real size, and interact with different configurations without requiring physical space. By integrating high-fidelity room and product visualizations and an intuitive interaction, immersive experiences can become a new media that redefines how customers engage with home interior design, bringing inspiration and practicality together in one immersive space.