| Title | IKEA PLACE |
| Brand | IKEA |
| Product/Service | IKEA 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
|
Credits
| 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).