To make a visit to IKEA more interesting for children, the Swedish company has launched an in-store AR game, called Lilla Äventyret. Inspired by IKEA’s BLÅVINGAD collection of underwater-themed toys, the game lets children explore various sea life. Unfortunately for children across the world, the game is only available in 21 IKEA stores throughout Sweden. To develop the game, the company has worked with Warpin Reality and Meta.
IKEA Retail Sweden has launched a new augmented reality (AR) experience at 21 stores in Sweden called Lilla Äventyret or Little Adventure. Children can use the in-store AR game to explore an underwater world and its inhabitants, inspired by BLÅVINGAD. This collection of underwater-themed toys is made using recycled PET and plastic, cleaned from the ocean. To access the game, children can scan a QR-code which brings them to Instagram.
In-store AR game
Basically, Lilla Äventyret is an Instagram filter that allows children to see the AR elements of the game. Also, children and their parents can take selfies with creatures such as octopuses, turtles, and killer whales. To develop the in-store AR game, IKEA has collaborated with Meta, Instagram’s mother company. Also, Warpin Reality helped to develop the game. “We are constantly exploring new ways to meet our customers,” said Helena Gouiveia, marketing manager at IKEA Retail Sweden, in an official statement.
She continues: “Currently, we’re doing so by developing a game for everyone looking for a fun experience for the whole family. The in-store AR game is based on our collection BLÅVINGAD, as well as children’s interests and curiosity, but also on their concerns related to our oceans. Thanks to the game, children can learn more about marine life and what happens under the surface while they are in our stores.”
Creating compelling and immersive experiences
“As technology evolves, so do the opportunities for brands to create more compelling and immersive experiences,” says Josefine Billström Raasakka, creative strategist of Meta. “This project is an interesting step in creating a richer customer experience at IKEA by weaving in technologies such as augmented reality as part of the shopping experience.”
Emma Ridderstad, CEO of Warpin Reality, says: “Working closely with Meta, we’ve challenged and tested the boundaries of SPARK AR, moving from a simple filter to creating a unique experience for the whole family. It’s inspiring to see how IKEA is exploring new possibilities, and at the same time it’s a great example of how AR can be used to enhance the in-store customer experience. We are proud to have been part of this project.”
Not the first AR experience
IKEA has used augmented reality (AR) before in an app to preview furniture in your home. This allows for customers to see if the new couch or kitchen is suitable within their homes. Apart from placing new furniture, IKEA has also released something called Kreativ. With this digital design tool, users can also remove physical furniture, so they get the full picture of the new situation.
