Product/ServiceIKEA PLACE
Category E01. Augmented Reality (AR)
Entrant NORGRAM Copenhagen, DENMARK
Idea Creation NORGRAM Copenhagen, DENMARK
Idea Creation 2 SPACE10 Copenhagen, DENMARK
Production NORGRAM Copenhagen, DENMARK
Production 2 SPACE10 Copenhagen, DENMARK
Production 3 TWNKLS Rotterdam, THE NETHERLANDS
Production 4 PLAN8 Stockholm, SWEDEN
Name Company Position
Kaave Pour SPACE10 Creative Director
Daniel Friis SPACE10 Digital Project Lead
Bas van de Poel SPACE10 Creative Strategist
Mathias Høst Normark Norgram® Founder and Design Director at Norgram®
Sebastian Gram Norgram® Founder and Design Director at Norgram®
Mattijs Driel TWNKLS 3D Software Engineer
Kevin Vriens TWNKLS Technical Lead
Daniel van der Schoor TWNKLS Program Manager
Marvin Fredriksz TWNKLS Software Engineer
Jefferson Scomacao TWNKLS Senior Software Engineer
Colin Rullkotter TWNKLS Software Engineer
Chris Boshoff TWNKLS Backend architect
Borislav Stoev TWNKLS Software Engineer
Bryan Wolff SPACE10 Copywriter in Residence
Gerben Harmsen TWNKLS Account manager
Calle Stenqvist Plan8 Executive Producer
Klaas Nienhuis TWNKLS Senior 3D Software Engineer
Andreas Jeppsson Plan8 Senior Ears
Bryan Wolff SPACE10 Copywriter in Residence
Oscar Tillman Plan8 Creative Director

The Campaign

IKEA Place, is an augmented reality (AR) application that lets people confidently experience, experiment and share how good design transforms any space, such as a home, office, school or studio. From sofas and armchairs to coffee tables, all of the products in IKEA Place are 3D and true to scale so that every choice is just the right size, design and function.

Creative Execution

In the course of 3 months our global team managed to conceptualise, design, develop and launch IKEA Place as one of the first ARKit apps in the app store. Our approach of the design has been to create an experience that feels as natural and intuitive as possible. IKEA is after all for the many. We’ve focused on bringing the IKEA brand to life trough small details while making sure the core experience is so simple, almost invisible —allowing people to focus on unleashing their imagination. For most people, IKEA Place will be their first interaction with AR. When designing the app our focus has been to design a natural and familiar interface using traditional UI elements and conversational interfaces in context of the camera. In this way people will know what to expect and feel confident when placing their first virtual object in real-life. Sounds are inspired and made using wood making the app feel responsive, human and organic. Haptic feedback are used in key interactions to confirm e.g the placement of a chair. Interactions and sounds are supported with animations that make the experience feel more realistic. (e.g placing furniture).