IKEA Japan took a unique approach to the recent opening of their Harajuku store location by showcasing daily life with Japan’s first-ever virtual model.

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| @imma.gram/Instagram

 

Named imma, the virtual model is CGI. Despite looking like a real person — She’s not.

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| @imma.gram/Instagram

IKEA brought imma into the real world by creating an apartment for her in the Harajuku shop.

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| @imma.gram/Instagram

imma is getting recognized worldwide and has accumulated over 250K followers on Instagram @imma.gram.

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| @imma.gram/Instagram

imma’s living room came to life in an installation at the new IKEA harajuku shop, which combined physical space with LED screens.

— DesignBoom

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| @imma.gram/Instagram

Through the marketing idea of showing the daily life of a virtual influencer during the COVID-19 pandemic, IKEA Japan hopes to reach out to a new demographic.

 

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| @imma.gram/Instagram

imma’s bedroom was displayed on a large screen on the second floor façade of the shop, which can be seen from harajuku station, with its 110,000 visitors every day.

— DesignBoom

Make way for the world’s next biggest influencer, imma!