Virtual influencers are becoming increasingly important in Asia. Ikea
picked up on this trend and brought the virtual model Imma into the
real world for 72 hours. A shop window combined LED screens with
real furniture, blurring reality and digital worlds.

Roberto Fara: “The need to stand out from many stores on the same
street makes brands strive to be more creative. In this case, I like that
they extend the showcase experience by creating a living installation
and a virtual influencer who at the same time has their own social
media channels.”