To launch its new city shop near Harajuku station in Tokyo, IKEA decided to share a glimpse of the daily life of Imma, a virtual model that “works” as an Instagram influencer. During a 3-day installation, Imma could be seen in her daily routine inside her small apartment, an interior setup that IKEA is promoting in Japan among younger people.

To make it look as if Imma was inside IKEA's shop-windows, the installation employed a set of big LED monitors merging into the physical space of the store’s window. The screens’ color temperature would adapt in real time, thus ensuring a seamless viewing experience of the futuristic diorama to the 110.000 people passing by Harajuku station everyday.

On the second floor of the IKEA shop, a large screen showed Imma’s virtual bedroom, during night and day. The presence of the virtual influencer inside the installation was perfectly timed with here social network posting, and fans and viewers could follow the Spotify playlists she would be dancing to from time to time. 

Despite looking extremely real, Imma is a CGI creation of Tokyo-based ModelingCafe Inc., and she’s managed by Aww, the first Virtual Human Agency, along with her virtual buddies ASU, Ria, and Plustic Boy.