The project
IKEA's Oxford Street store occupies a Grade II listed building at one of London's busiest junctions. On the exterior, a façade combining transparent and high-resolution LED displays shows dynamic content, product stories and live broadcasts, carrying the in-store experience onto the street. Fitting it without touching the protected marble frontage required a bespoke aluminium support structure.
Inside, a 25m² studio first planned for broadcasting has become a flexible venue for live events, workshops and cultural activations. Its equipment includes Shure wireless microphones, Samsung confidence monitors and LED walls, d&b audiotechnik loudspeakers and Disguise media servers. An AV-over-IP network moves content between the studio and the storefront screens, and a centralised control system allows IKEA's own team to run the technology.
In the Sketch & Scan activity, aimed particularly at families and younger visitors, drawings become animated 3D characters through Unreal Engine workflows. A rotating series of cultural Takeovers with local communities, artists and chefs is shown both in store and on the façade. Stage Precision technology tracks audience movement and engagement, giving IKEA footfall and behaviour data to refine its programming.
“What a fantastic evening. There was such a great atmosphere throughout the night, and hearing our IKEA Oxford Street project announced as the Retail Technology Innovation winner was a really special moment. Being able to celebrate together made the achievement feel even more memorable.”
The category
The Retail Technology Innovation category recognises pioneering use of digital tools and platforms in retail, from digital displays, interactive touchpoints and in-store systems to data, analytics, AI and omni-channel integration. It rewards projects where technology transforms the customer journey and experience.
Read the full criteriaHow it meets the criteria
The street-facing LED façade draws passers-by in, while a 25m² studio hosts live events, workshops and cultural activations that keep the store experience changing.
A bespoke aluminium support system mounts the LED façade without touching the listed marble frontage, while AV-over-IP links the studio with the storefront displays.
Through Sketch & Scan, visitors turn their own drawings into animated 3D characters, and Takeovers involving local artists and chefs are broadcast inside and onto the façade.
2026 winners
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