FOR THE FIRST TIME, YOU CAN ONLY BUY IF YOU FEEL IT.
Every 2 years, IKEA launches a very limited Art Event Collection designed by several contemporary artists and sells them at an accessible price for art lovers. In 2019, they launched a collection of 8 rugs.
Unfortunately, such a limited quantity creates a perfect scenario for opportunists, who then re-sell the rugs on eBay for up to ten times the original price.
IKEA specifically designed an algorithm paired with an existing EEG detection device completely customised to work with this tailormade code. It measured beta and gamma brain waves, electrical body responses and heartbeat in real time while people were looking at the rugs.
This data was then promptly translated into an uplift, projected next to the rug people had just discovered. If the uplift was sufficient, they could buy the rug. If not, they moved on to try with the next one.
This allowed hundreds of consumers had to experienced in real time a totally new and fair way of buying, in real time.