""Ikea wanted to better understand how Gen Z and Gen Alpha think about furnishing and self-expression, recognizing the need to meet them on platforms they already use and learn from how they interact with products and spaces in a digital environment,""
""At Ikea, we are always curious and eager to develop and connect with people where they are. Today many people are online, and many people are gaming,""
""This is an area where we want to see if there is an appetite for Ikea as a brand and our products also in the gaming world.""
Ikea is launching a small, limited pilot pop-up shop inside Roblox's Welcome to Bloxburg to offer players virtual Ikea products for decorating in-game homes. The pilot runs from January 22 to February 5 and is available only to players in Australia and Sweden. The virtual shop features select items such as the Stockholm sofa, the Brännboll inflatable gaming chair, and the stuffed toy shark Blåhaj. Product selection prioritized classic Ikea designs, items less common in the game, and suggestions from the Bloxburg team. The primary goal is to gather learnings about how Gen Z and Gen Alpha express home furnishing in digital environments rather than to sell a catalog.
Read at Fast Company
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