IKEA pilots virtual product experience in Welcome to Bloxburg
IKEA is testing a new digital experience in Welcome to Bloxburg, a life-simulation game on the Roblox platform where players build and design homes.
Running in Sweden and Australia, the small-scale test will look at how IKEA products can be experienced in interactive digital environments.
Subscribe to TRBIt has been designed to evaluate customer engagement and learnings, while also exploring how IKEA can “create a better everyday life” for people in the digital world.
From 22 January to 5 February, a selection of well known IKEA products, such as the Stockholm sofa and the Elsystem rug, will be available to unlock in Bloxburg at the in-game IKEA pop-up in the Fancy Furniture Store or from the product library.
The move will help IKEA teams assess design translation, usability, and customer engagement in a digital setting. Visitors to IKEA stores in Australia and Sweden will also be able to unlock a few extra items by scanning QR codes hidden around the store.
Sara Vestberg, home furnishing direction leader at IKEA Retail (Ingka Group), said: ‘’We’re delighted to bring some of our most loved IKEA products into this digital space. With curiosity, we’re looking forward to seeing the home furnishing ideas people create, and how our products feel at home in their digital lives.”
Parag Parekh, chief digital officer at IKEA Retail (Ingka Group), said: “This pilot is very much about learning and exploring. We’re using it to better understand how digital environments can enrich the IKEA experience, while continuing to stay true to our values and what customers expect from us.”
