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IKEA Harajuku With Imma


Ever wondered what virtual influencers do all day?

IKEA opened their first city centre store in Tokyo, right in the heart of kawaii and streetwear culture. To introduce the concept of happiness at home to a new audience, we partnered with the virtual model, imma.  We brought her to the real world for the very first time, creating a physical apartment for her inside the new IKEA Harajuku shop window, where she lived for three days.  




Those that weren’t in Harajuku could see a digital window into imma’s home via a 72-hour YouTube livestream. Yes 72 hours.



From the longest content I’ve ever made to some bite sized,  slice of virtual life teasers.





As a reward for reading this far, I’ll share my favourite UGC anyone has created for anything I’ve worked on. A cuddly toy mascot YouTuber (as if virtual model wasn’t Japanese enough) did a tour of our IKEA Harajuku takeover. 


Creative Lead: Max Pilwat
Copywriters: Max Cameron, Haruto Murata
Art Director/Designer: Shohei Kawada