Ikea explores virtual home furnishing with Roblox pop-up in Australia and Sweden

fastcompany.com

Ikea has launched a virtual pop-up store within the Roblox game Welcome to Bloxburg to engage with younger shoppers. The limited-edition experience allows players to decorate virtual homes with Ikea products, aiming to understand how Gen Alpha and Gen Z approach home furnishing and self-expression in digital spaces. This initiative, running from January 22 to February 5 in Australia and Sweden, is Ikea's first significant foray into gaming, following other brands' metaverse explorations.


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Ikea explores virtual home furnishing with Roblox pop-up in Australia and Sweden | News Minimalist