The digital influencer Imma lived her life inside the installation, and all visitors to the store located in Tokyo's Harajuku quarter could watch her.
Interest in using virtual characters among major brands has been growing in recent years. So sneakers Puma advertised digital models of Maya, virtual pop star Miquela took part in shooting videos for the festival Coachella, created with the help of computer technology models regularly going to the podiums and advertising products on social networks.
In the advertising campaign for the Japanese division of IKEA, was a virtual influencer named Imma. The girl leads accounts on social networks, dyes her hair pink, and is actively interested in fashion. The partnership between the retailer and digital model became part of an advertising campaign aimed at demonstrating the idea of "happiness in the home." The unusual approach, in this case, is to use a digital character for installation in the physical world.
The installation, created with the help of several LED screens, amazes with its realism. The store was available to visitors in the popular Harajuku shopping district in Tokyo for three days. On the first floor of the store, Imma's living room was shown on select screens. And passers-by got the impression that they were looking in on a girl who does her own business, sits on the sofa, or looks through messages on her phone. On the second floor of the store, there was a view of the bedroom, where the character was living in everyday life, enjoying doing nothing in the cozy stop of his "home." A view of Imma's bedroom was also available from the metro station, located next to the store.
A nine-hour video, allowing you to get an idea of a recent installation, was posted on YouTube. However, nothing particularly interesting happens to Imma in that it is just a relaxed stay on the walls of his house, where furniture and interior items play the same, if not more significant role in creating the atmosphere than alive - or almost live - person.