IKEA Harajuku with Imma

In Japan the home is a practical place. This is especially true for Tokyo’s youth: most live in tiny spaces and don’t care about home furnishing. To inspire this new audience, Ikea Japan gave virtual model imma a physical home for the first time. imma lived inside the IKEA Harajuku shop window for 72 hours for all to see, which could also be followed in real time via livestream and on SNS. The installation merged retail space with LED screens to blend the on and offline worlds. Her home life became a shoppable product demonstration, and her own product collection was available instore and online.