IKEA immersive studio hero image. A woman playing a guitar on a sofa amongst the immersive LED screens. The music show is live streamed to online audiences

Immersive Live Studio for IKEA

The Project: Immersive live studio production for IKEA Oxford Street

In 2025, IKEA launched its highly anticipated new Oxford Street store — a major moment for the brand’s UK presence. To amplify the opening and connect with customers beyond traditional retail, IKEA partnered with our team to design and operate a fully immersive digital studio within the store.

This studio became a dynamic event hub, hosting daily shows, artist collaborations, and interactive digital experiences that blended entertainment, community engagement, and cutting-edge production.

IKEA wanted the opening to feel more than transactional. Instead of simply encouraging customers to browse and purchase, their vision was to create a destination inside the store that pulled customers deeper into the brand. The space needed to be ever-evolving and feel culturally connected, championing London’s community and creatives, along with reaching both in-room store visitors and online audiences, to increase visibility and brand awareness. They needed a production partner who could design and run the content studio and manage programming, producing digital assets, delivering live broadcasts, and engaging the local community.

Inside IKEA's live studio

Our solution

1. Content & event production

We built a full production team to run IKEA’s content suite, covering everything from event planning and talent coordination to content strategy and day-to-day execution. Working alongside IKEA, we developed a packed content calendar designed to celebrate creativity, community, and individuality. This included the ‘Plant Ball Mash-Up’, where culinary talent from London reimagined IKEA’s iconic meatball; a live segment with This Morning filmed directly inside the store; a drag quiz supporting Pride, and a series of collaborations with digital artists who created unique pieces for the studio’s LED walls.

Our team oversaw every part of the operation — producing the content, running the events, and ensuring that the booth remained an engaging space for returning customers and online audiences alike.

2. LED screen content & motion design

The content studio was built around three large LED walls that immersed the audience in colour, animation, and motion graphics. Between events, the screens displayed digital installations created in partnership with artists. When an event was underway, our animation team produced bespoke animated backdrops, motion graphic titles, branded elements and visual assets tailored to each event.

We also developed an interactive game that could be played directly on the LED screens, adding another layer of engagement. The flexibility and creativity of the LED setup enabled us to transform the space multiple times a day, keeping it visually fresh and exciting for customers.

3. AV production & technical delivery

To support the scale and frequency of events, we deployed a full AV and streaming crew for every production. This included a camera operators, stream engineers, technical producers, and AV specialists who ensured a seamless experience both in-store and online. We delivered multi-camera filming, live streaming across IKEA’s digital platforms, real-time audience interaction using tools like Slido and Mentimeter, and comprehensive audio and lighting setups for performances and DJ events.

Each event required its own technical approach, whether we were broadcasting to thousands online or creating an atmosphere for an in-room audience. Our team provided continuous technical support, ensuring every show ran smoothly and maintained broadcast-level quality.

4. Filming, editing & highlights

Every activation was captured by our content team, who produced highlight videos and social edits that IKEA could use across their own channels. This allowed each event to extend its reach well beyond the moment, creating a library of content that extended the campaigns and kept audiences engaged across platforms.

The result

The IKEA Oxford Street digital booth became a great addition to the store’s opening period, offering customers something unique to explore alongside their visit. The daily events, collaborative digital installations and live streams created engagement inside the store and provided IKEA with a consistent flow of content for their own channels.

The combination of AV production, animation, and event support meant IKEA could run a varied programme smoothly throughout the launch. The booth offered a flexible space that adapted to different event formats and helped introduce the new store with a creative, community-led approach.