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A virtual showroom for the limitless mind

Furniture shot in dark room with spot lighting on the furniture.
Introducing a furniture collection through the journey of the creative mind
Creativity
Visualisation
3D Modelling
Experience Production
AR Ads

OBEGRÄNSAD (limitless in Swedish) is a collection of products by IKEA and electronic music phenomen, Swedish House Mafia, that gives musicians better and more suitable spaces to find their creative flow. To create hype around the launch of the collection, IKEA wanted an AR experience that showcased the products in a new and immersive way, while tapping into the journey of the creative mind.

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Visualising the process

The relationship between sound and visuals intrigued us – how could we depict the sounds of the creative process, as well as hear it? We took IKEA’s natural, pared-back aesthetic and Swedish House Mafia’s monochrome look and punchy sounds to create three spaces that represented the process of making music – producing, performing and listening. As the user approaches each space, different products from the collection appear to the sound of a different part of the Swedish House Mafia track, using spatial audio functionality.

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Getting inside the mind

This experience was about striking a balance between showcasing the practicality of the products – and evoking the ethereal nature of creating music. For the face experience, we went slightly psychedelic, creating an experience that opened up the face of the individual to offer a glimpse into the creative mind. To visualise the sound, we created music particles that moved to the sound of the experience. We also created a sub-filter that personalised the experience, where the music particles then moved to the sound of the user’s chosen track.

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From exploring to promoting

We worked on everything from initial creative territories to the production of the experience (including 3D modelling of all the assets) to creating all Instagram and Facebook ads to promote the experience. The ads, which encouraged people to try the experience and enter the OBEGRÄNSAD world, saw a 69% higher lift in campaign awareness and a doubled click-through rate (source).

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