72 HOUR EXPERIENCE IN IKEA SHOP WINDOW: VIRTUAL MODEL LIVES IN THE REAL WORLD.
imma is Japan’s first virtual model, often seen at events and exhibitions in Tokyo and around the globe, earning her worldwide fame. To celebrate the opening of the new IKEA city shop opposite Harajuku station, we brought the virtual model to the real world for the very first time, by creating an apartment for her inside the shop window. Her living space came to life in an installation at that combined physical space with LED screens. The colour temperature of the LED panels adapted in real-time to ensure a seamless blend.

The ones who couldn’t pop by the shop window in person could follow the digital window: a 72-hour Livestream on YouTube and IKEA.com. imma kept her fans updated in her usual fashion, via SNS, in real-time. When she doodled in the window, we saw the drawing on Instagram; when she bounced around the living room, her fans could listen along to her Spotify Home playlist; when she wasn’t on screen, she was walking her dog around Yoyogi Park. And yes, he has his own Instagram too, showing another angle into her daily life. Produced for IKEA at W+K Tokyo, Japan. Read more about the project here.

THE SHOP WINDOW INSTALLATION