This year Ikea in Brussels released eight limited-collection rugs from creative collaborators such as Virgil Abloh and Misaki Kawai. Visitors to the store are fitted with an EEG headset which detects electrical activity in the brain that measures beta and gamma waves, electrical body responses and heart rate to determine if the viewer of a rug feels genuinely excited about what they see.
If so, visitors were invited to purchase the rug at a low price and take it home to be able to continue to enjoy it. Simultaneously this is giving Ikea a deep scientific understanding of their consumer preference, informing future product innovations.
A tech-powered win-win for peoples homes and Ikeas bottom line.