Ikea tests virtual product experience on Roblox

Ikea is launching a pilot project on “Welcome to Bloxburg,” a simulation game on the Roblox platform where players build and design houses. The goal is to better understand how digital environments can enrich the Ikea experience.

“Learning and discovering”

The Swedish home furnishings chain is launching the pilot in Sweden and Australia. From January 22 to February 5, several popular products, such as the Stockholm sofa and the Elsystem rug, can be unlocked in Bloxburg. Visitors to Ikea stores in Australia and Sweden can also unlock a few extra items by scanning QR codes hidden in the store.