The campaign, which merges physical and digital window displays, used LED screens to showcase a 10-hour long video installation, A Day In The Life of Imma. To demonstrate how small-space living can be elevated, Imma occupies the window display of the new Ikea Harajuku shop.
Offering a mixed-reality retail experience, those passing by were able to see the virtual influencer’s everyday home life as she practised yoga or prepared breakfast over the course of three days. A product selection curated by Imma and used in the virtual Harajuku apartment is also available to be purchased online.
Brands are increasingly blurring the lines between the physical and virtual to create innovative window displays. For more, discover how retail is becoming a phygital playground.