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.

To support IKEA's goal of achieving 100% circularity by 2030, SPACE10 asked us to help develop a circular rental solution for office furnishing, enabling small businesses to design, experience and explore their tailored spaces in mixed reality, all while accessing the entire IKEA business range. We worked on product design, development and narrative simultaneously, rapidly iterating across all aspects of this ambitious platform. Circle has since grown into its own business venture, Nornorm, which raised EUR 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. We built a machine learning interior designer, a system that could organise and scale the knowledge IKEA has built up over decades, enabling users to explore their designed workspace in virtual reality. Beyond the product itself, we also produced photography, CGI and a short film to package both the digital platform and the physical spaces in which it would be used.

• Unity
• Python, Scikit Learn, PyTorch
• Gatsby / NextJS

• Store interior concept
  Astin Le Clercq
• CG
  Santi Zoraidez
• Real-time 3D
  Gabrian van Houdt
• Photography
  Osma Harvilahti
• UI animations
  Olle Engström