IKEA Circle. In close collaboration with SPACE10, we built Circle, a digital design solution enabling small businesses to design, experience and explore their tailored spaces in mixed reality, accessing the IKEA business range through a circular rental model.
- Software
- Narrative
- Development
To support IKEA’s goal of achieving 100% circularity by 2030, SPACE10 asked us to help develop a circular rental solution for office furnishing: a digital solution enabling small businesses to design, experience and explore their tailored spaces in mixed reality, while accessing the entire IKEA business range. At BB, the team worked on the product design, development and narrative simultaneously, rapidly iterating on and merging all aspects of this ambitious platform. Circle has since grown into its own business venture, Nornorm, which raised €110 million in scale-up funding at the end of 2022.
In the strategy deck we compiled, we introduced the context and concept of Circle by outlining how it relates to today’s changing world. As an underlying intelligence capability that could structure, understand and scale the various networks of knowledge and insights that IKEA has gathered over the years, we built a machine learning interior designer that enabled users to explore their generated workspace in virtual reality. Apart from the product itself, we also produced photography, CGI and a short film to package not only the digital platform, but also the physical spaces in which this platform will be presented and used.
- Unity
- Python, Scikit Learn, PyTorch
- Gatsby / NextJS
- Astin Le Clercq (store interior concept)
- Santi Zoraidez (CG)
- Gabrian van Houdt (real-time 3D)
- Osma Harvilahti (photography)
- Olle Engström (UI animations)