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IKEA Enlists A Virtual Influencer To Live Inside Its Showrooms
By Mikelle Leow, 01 Sep 2020
Image via IKEA Japan
IKEA, a furniture icon recognized all over the world, did something uncharacteristic and hired an influencer to star in its latest campaign. Except that Imma, the beautiful young woman with nearly 250,000 followers on Instagram, isn’t real.
Imma is a hyperrealistic virtual avatar who, like many of her human counterparts, gets hired as a model by big brands and invited to product launch events. IKEA Japan previously enlisted the digital personality and her elvish good looks to front the lookbook for its first self-designed fashion collection, and has once again roped in her presence to envision “happiness at home” in Tokyo’s small living spaces.
The CG model spent last weekend inside living room and bedroom mockups in the IKEA Harajuku location. Passersby on the first floor could watch her going about day-to-day mundanities, like scrolling through her phone, in her living room. Meanwhile, visitors on the second floor and commuters looking from Harajuku Station could look inside her bedroom.
Just like the influencer, her living room and bedroom didn’t exist in the physical world. To mimic a human in a living space, the installation was set up in real-life rooms using LED screens.
IKEA Japan described that Imma had “curated” the rooms herself to show how she would make full use of “a typical Tokyo-sized studio apartment.”
A nine-hour video of Imma from her weekend at IKEA can be viewed below.
[via WeRSM, images via IKEA Japan]
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