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The Grocer Talking Retail

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IKEA shares a glimpse of home life with imma: Japan’s first virtual model

Often seen at events and exhibitions in Tokyo and around the globe, Imma has earned worldwide fame and over 250 thousand Instagram followers. Ikea brought the virtual model to the real world for the very first time by creating an apartment for her inside their new Harajuku shop, where they shared the concept of home furnishing solutions for small space living with the youth of Tokyo.

Imma’s living room came to life in an installation at the new IKEA Harajuku shop, which combined physical space with LED screens. the colour temperature of the LED panels adapted in real-time to ensure a seamless blend between the screen and the physical world. light meters tracked the colour temperature of the outside world and reacted to daylight and the weather. on top of that, imma’s bedroom was displayed on a large screen on the second-floor façade of the shop, which can be seen from Harajuku station, with its 110,000 visitors every day.

Source: Oct 7 | Innovation | What's Trending
What feels genuinely exciting about this concept, is that it showcases the beginnings of a trend that's been speculated about for years. The more we continue to rely on e-commerce, something that COVID has rapidly accelerated, the less we need big warehouses of stock to go and buy products in. So when the warehouse comes to our front door, what do we do with all that retail space? Surely, brick & motor becomes less about selling and more about engagement. If that is the way brick & motor evolves, then we might be seeing a lot more concepts emerging similar to Imma and her living room.
Ben Ainsworth