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IKEA Harajuku With Imma


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.  That’s right, she doesn’t actually exist.

Ever wondered what CGI influencers do all day?

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.  



Anyway, she can tell you what went down:


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



On top of teasers, imma had her own product selection, gave tips on home-furnishing and curated a showroom where she left comments on the price tags.





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
Art Director/Designer: Shohei Kawada
Japanese Copywriter: Haruto Murata