Context
IKEA sought to overcome one of the biggest barriers in furniture shopping: customers’ uncertainty about how products would fit and look in their own homes. To address this, IKEA launched an immersive VR experience on HTC Vive, allowing shoppers to virtually design kitchens and living rooms, swap colors and finishes, and see the products come to life in a realistic, scaled version of their own space. IKEA also introduced in-store activations at new store openings, giving customers the chance to test the innovation first-hand.

What I Did

• Partnered with IKEA’s digital innovation team to shape the VR go-to-market strategy and customer experience.

• Defined use cases that solved key purchase barriers.

• Collaborated with technology partners to optimize the HTC Vive experience for realistic visualization and ease of use.

• Designed and executed in-store activations that gave consumers the opportunity to preview how IKEA products would look in their homes.

• Oversaw creative storytelling to highlight the innovation and secure earned media coverage.

Results / Impact

• Helped IKEA position itself as a pioneer in retail VR, transforming how customers explore and purchase furniture.

• Delivered in-store activations that engaged shoppers and demonstrated the power of immersive technology in retail.

• Earned strong press coverage, reinforcing IKEA’s reputation as an innovative, customer-first brand.