Each year, Ikea releases a limited collection of rugs designed by contemporary
artists. The project this year comprised eight designs, among
them those of Virgil Abloh and Misaki Kawai, and the prices were set
to be affordable for every art lover. To avoid the turmoil and crowds
of previous years, however, customers could this time buy the piece
of art only if they really liked it. So how did Ikea test this? Customers
got a headset fitted with an EEG device detecting electrical activity in
the brain. These devices were connected to an algorithm developed
by the brand to measure beta and gamma brainwaves, electrical body
responses, and heart rate in real time. Pay-off: “You can only buy if
you feel it.” Astonishing.

Darre van Dijk: “It’s always very cool if a brand makes a limited edition.
You get massive attention but also people that are only in there to resell
it on eBay for ten times the price. By using brain scan detection, Ikea
could tell whether someone was really attracted by the piece of art
or not. I have to say that I, for one, always doubt whether this is really
detectable but it is a nice way to point out you have a unique collection.”