What would a virtual character's home life be like for a day? Japan's first virtual model Imma, launched by IKEA Japan and Tokyo creative company Wieden+Kennedy, recently shared some of the daily life scenes of model Imma to the public. At the same time, IKEA's newest city supermarket was officially opened opposite Harajuku Station in Tokyo and held a three-day exhibition.

Imma, the virtual model of IKEA, often appears in events and exhibitions in Tokyo and around the world, and has gained more than 250,000 followers on Instagram and has won a certain reputation all over the world. This time, IKEA brought virtual models to the real world for the first time: an apartment was created for Imma in the new Harajuku store, where Imma shared the “small space” home solution with young people in Tokyo.

Anna Ohlin, marketing manager of IKEA Japan, said that IKEA has made a lot of efforts for the opening of the new Harajuku store. Under the influence of the epidemic, although IKEA has made adjustments and changes accordingly, the ultimate goal is the same: to inspire and help young people in Tokyo People find their happiness at home. As the new crown epidemic is still the top issue, the happiness of young people at home is more important than ever. By cooperating with Imma, IKEA can share IKEA's new vision for home furnishing with other people who have never been in contact with IKEA.

Imma's apartment is displayed to the outside world through the window of the new store. Passersby can see Imma doing all kinds of things, from dancing and yoga, to more daily chores, such as vacuuming or watering potted plants. Those who cannot go to the Harajuku store to watch in person can watch the 3-day live broadcast through IKEA’s YouTube channel. Imma said, “Since we began to alienate society, my daily life has changed a lot. This is extremely challenging, but I have also found a happy way to live at home. Creating personal space in home life is very important. I am very happy to be Share with the world some of my insights on the new home life."

The IKEA Harajuku store combines the physical space with the LED screen and adjusts the color temperature of the LED panel in real time to ensure a seamless integration between the screen and the physical world. The exposure meter tracks the color temperature of the outside world and reacts to sunlight and weather. In addition, Imma's bedroom is displayed on a large screen on the front of the store on the second floor, which can be seen from Harajuku Station, where about 110,000 visitors pass by every day.

Imma uses her usual method to update her fans in real time on social media. When she doodles on the window, the pictures are also uploaded on Instagram; when she dances in the living room, fans can hear her Spotify playlist at home; when she When not on the screen, maybe walking the dog in the yoga park. Her pet dog also has his own Instagram account, through which Imma's daily life can be viewed from another angle.