Ikea's kinda like the McDonald's of furniture design. We all know it's bad, but we all have a bit now and again.
That said, this new AR feature of being able to show their furniture in your own home is interesting. Not for the fact it's IKEA furniture, but for the fact it's a way of illustrating a 3D model of a furniture piece in a designated space. Doesn't take a great deal of imagination to see this applied to the work we do. The point at which we can illustrate a proposal to a client virtually doesn't seem too far away. Gimmick or natural progression?