Expanding IKEA’s catalogue with immersive VR roomsets
IKEA’s Order and Collection points offer convenience but show only a fraction of the full catalogue. To overcome this limitation, we created a VR configurator that allowed customers to explore virtual roomsets, customise furniture options and inspect products in detail. The experience gave shoppers more choice in a smaller space, enhancing inspiration and supporting purchase decisions.
The challenge
IKEA is known worldwide for its vast stores filled with roomsets showcasing a wide range of products. But their smaller Order and Collection points serve a different purpose, offering inspiration and access to the catalogue without the physical space to display it all. The challenge was how to replicate the breadth and flexibility of a full-size store in these restricted spaces. IKEA needed a way to let customers explore different styles, see more of the catalogue and personalise products – all while keeping the experience simple and engaging enough to influence their purchasing journey.
The process
We created a virtual IKEA environment consisting of several roomsets, each styled with products from the catalogue. Visitors could choose their preferred style and explore it as if walking through a real room. Within each set, users were able to customise key items – such as switching sofa colours or choosing different table styles. Products could also be isolated and inspected from every angle, providing a true sense of scale. To make the experience practical as well as engaging, we added the option to save favourite items for later ordering directly at the store.
The outcome
The VR configurator extended IKEA’s product offering far beyond what was possible in physical Order and Collection points. Customers gained the ability to see, customise and interact with furniture in a way that traditional catalogues or small showrooms couldn’t match. By allowing users to explore styles, experiment with colours and inspect items up close, the experience delivered both inspiration and confidence in purchasing decisions. With the added functionality of saving favourites for future orders, the VR store not only enriched the shopping experience but also provided IKEA with a scalable solution to maximise catalogue visibility in limited spaces.
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