Turning a city into an invitation card -VR Activation

How do you invite an entire city to the launch of a store?

You turn the city itself into an invitation! That’s exactly what Amish did for IKEA’s first-ever store launch in India. Through innovative use of VR rides, OOH transformations, and strategic digital partnerships, he created an immersive city-wide experience

Virtual Reality Auto Rides: Blending Tradition with Tech

Before Augmented Reality (AR) became a marketing buzzword, Amish introduced Virtual Reality (VR) rides as part of IKEA’s grand store launch in Hyderabad, India. Auto rickshaws, the lifeblood of Indian transportation, were transformed into mobile experiences. These branded autos invited passengers on a journey that blended the essence of India with IKEA’s Scandinavian style. But here’s the twist—once inside, commuters were treated to a surprise VR experience. The city around them transformed into a live IKEA catalog, allowing consumers to interact with IKEA products virtually, all while on their usual commute!

Hijacking Uber & Ola: The Digital Invitation

Imagine opening your cab booking app and finding an unexpected surprise—a direct option to book a ride to IKEA’s brand-new store! Through a strategic partnership with India’s top ride-hailing apps, Uber and Ola, IKEA became part of the city’s digital ecosystem. A special icon within the apps allowed users to book exclusive rides to the IKEA store, creating an immersive invitation even for those who hadn’t planned to visit. Whether you booked a ride or not, the city’s

 residents couldn’t escape the excitement surrounding IKEA’s launch!

OOH Transformations: The City as a Canvas

Key bus stations across Hyderabad underwent a complete transformation, with vibrant makeovers that turned everyday spaces into immersive IKEA experiences. From giant product displays to interactive elements, the city's public transport system was reimagined to reflect IKEA’s brand ethos, making the brand a talking point at every corner.