The experience is available for a limited time in 21 IKEA stores throughout Sweden.
Earlier this month, IKEA Retail Sweden launched a new augmented reality (AR) experience at select IKEA stores in Sweden. Developed in collaboration with Meta and Warpin Reality, Lilla Äventyret is an educational AR game inspired by IKEA’s BLÅVINGAD, a collection of underwater-themed toys made partly of recycled PET and plastic cleaned from the ocean.
The kid-friendly Instagram filter tasks visitors with exploring brick-and-mortar stores to discover interesting facts about various sea life. You can also take selfies with creatures such as octopuses, turtles, and killer whales. The experience is accessed by scanning a QR code in the store and visiting different stations.
“We are constantly exploring new ways to meet our customers,” said Helena Gouiveia, marketing manager at IKEA Retail Sweden, in an official release. “Currently, we’re doing so by developing a game for everyone looking for a fun experience for the whole family. The game is based on our collection BLÅVINGAD, as well as children’s interests and curiosity, but also on their concerns related to our oceans. Thanks to the game, children can learn more about marine life and what happens under the surface while they are in our stores.”
“As technology evolves, so do the opportunities for brands to create more compelling and immersive experiences,” added Josefine Billström Raasakka of the Creative Shop Meta. “This project is an interesting step in creating a richer customer experience at IKEA by weaving in technologies such as augmented reality as part of the shopping experience.”
“It’s been great to create this innovative family experience in AR with Meta and IKEA,” said Emma Ridderstad, CEO of Warpin Reality. “Working closely with Meta, we’ve challenged and tested the boundaries of SPARK AR, moving from a simple filter to creating a unique experience for the whole family.”
“It will be exciting to see how all families with children play and have fun together with IKEA’s Lilla Äventyret,” she added. “It’s inspiring to see how IKEA is exploring new possibilities, and at the same time it’s a great example of how AR can be used to enhance the in-store customer experience. We are proud to have been part of this project.”
This isn’t the first time IKEA has experimented with immersive technology. In 2019, the furniture retail company released the IKEA Place app which allowed you to preview furniture in your home before purchasing using AR technology. This was followed by the release of IKEA Kreativ, a digital design tool that uses machine learning and spatial computing to “delete” real-world furniture.
For more information on IKEA’s Lilla Äventyret experience visit here.
Feature Image Credit: Meta, IKEA, Warpin Reality