IKEA, Oxford Street

The Project

Located in a Grade II listed building on Oxford Street, IKEA wanted to deliver a city store tailored to metropolitan living using an immersive studio, dynamic digital hub and interactive live elements.

Four years in the making, IKEA wanted to build customer engagement using content-driven narratives to create a new generation of ‘live’ retail experiences that were interactive and inclusive.

The Brief

Using technology as a creative and imaginative medium, the brief comprised a LED shop window façade, in addition to a multi-purpose interactive live studio hub for immersive experiences, live events and hands-on workshops.

The Solution

The stunning LED facade captivates audiences and welcomes commuters immediately as they exit Oxford Circus underground station. Four LED window displays seamlessly blend digital storytelling and architectural innovation; with output media showcased independently or as a single combined canvas for maximum flexibility.

Descending to the ground floor, a 25m² live event studio offers a multi-purpose arena and creative backdrop. The main wall configuration is formed from three 4m high walls, with an additional 5m extension panel scaling the lift shaft. Content can be adaptively themed to specific events and workshops, with the main wall acting as a single canvas or separate modular displays.

197 Samsung IWA virtual production 1.6 LED tiles with fine pixel pitch combats moiré on screen for superior quality during up-close filming.

‘Skogen’ transports people to the faraway lands of the Swedish woods – a magical place where IKEA began. The woodland scenery with forest soundscape invites younger audiences to participate in ‘sketch and scan’ activities where animal outlines are coloured on A4 paper then scanned in to custom-built units.

Their 2D artwork is converted to 3D renditions using nDisplay rendering within Unreal Engine, before appearing as a moving animation on the LED screen.

The immersive and interactive technology has assisted IKEA in broadening the store’s offering, elevating consumer expectations to ultimately expand its audience reach and horizons.