Scene inside an IKEA store with employees bending down by the checkout counters, and a large blue and yellow IKEA sign on the wall.

IKEA: The Co-Worker

Roblox Strategy and Creative

2024

As part of IKEA’s mission to recruit the new generation of talent to work in stores across the world, we created ‘The Co-Worker Game’, a virtual universe on Roblox. The immersive experience gave players the opportunity to experience IKEA's unique approach to careers.

Players could venture to IKEA’s famous Swedish Food Market to serve up endless amounts of meatballs, or head to the showrooms and use famous IKEA products to organise the space, all while collecting exclusive IKEA UGCs that players could keep forever.

  • Screenshot of a tweet from Pop Crave announcing IKEA's new virtual store on Roblox with a LEGO-style avatar, the IKEA logo, and a virtual IKEA store interior.
  • People Dancing in a DJ booth surrounded by a colorful wall adorned with stickers and posters.
  • A woman with red hair waving at a dog that is hanging from a large tree branch. The woman is smiling and wearing a black top and plaid pants. Text on the image says, 'he asked if he could have a go too im crying IWNWKWKWIWKW'.
  • Young woman with shoulder-length reddish hair smiling outdoors near a modern building, with a hand in the foreground and subtitle reading "what it’s like meeting fans after telling them all that I shaved my head."
  • Two young women today in an indoor setting, one in a short top and patterned tights, and the other in a bikini top and long skirt, posing with relaxed expressions.