Known for its blue and yellow logo, the furniture maker IKEA, born in the Nordic countries, made its first appearance at the Tokyo Game Show 2021 three years ago. Three years later, IKEA is back at Tokyo Game Show 2024 (hereafter, TGS2024)! We bring you an interview with a product manager and a look at the booth.
Interview with a Product Manager at the TGS2024 IKEA Booth!
The furniture layouts on display centered on the BRÄNNBOLL Gaming Collection, which was born from IKEA's unique product development to enhance the gaming experience for everyone.
We interviewed Philip Dilé, a product development manager, and David Wahl, a senior designer, while looking through their booth!
(The following block quotes are translated from our original Japanese article.)
― Tell us about BRÄNNBOLL.
The name Brännboll is taken from a fun Swedish sport similar to baseball.
This collection is for casual gamers, and we created it so it can be enjoyed casually.
As you can see, unlike existing products, which are typically black and neon, we have created a very colorful, happy, and playful design.
― It's very Kawaii, isn't it?
Thank you (laughs).
The BRÄNNBOLL Gaming Collection is designed to blend into daily life.
Gaming has become one of the most popular hobbies. That's why we are focused on how we can provide comfortable furniture that becomes a part of daily life.
― How did you make it?
In creating this collection, we invited various gamers to our Shanghai office and conducted interviews.
We also placed great importance on their actual feedback, such as getting a second round of feedback on prototypes.
― This is your first time exhibiting at TGS in three years. How does it feel?
What I've noticed since coming back after three years is that when it comes to gaming furniture, it doesn't seem like there have been many changes.
After all, when you think of a gaming chair, you think of a design like a racing car seat, right?
We are consciously trying to break away from that conventional image and create furniture that is open and liberating, not a closed-off design.
― We heard that this was a joint development with the gaming brand ROG.
That's right. The collaboration with ROG was a valuable learning experience for us.
We conducted various tests to maximize gamers' performance.
And with the BRÄNNBOLL Gaming Collection, we thought about how we could reach a wider range of gamers.
― We also heard that you are both gamers. Do you have any favorite Japanese titles?
David Wahl: I'm a fan of Nintendo 64, so I also like the Legend of Zelda series, and "F-ZERO X" is one of my favorite titles. I've been waiting for a sequel!
Also, it's a bit of a niche title, but I loved Hotel Dusk: Room 215. It's a masterpiece, but only two games in the series were ever released.
Philip Dilé: I also like Nintendo, and I especially love the Nintendo GameCube. I'm a little younger than him (laughs).
In terms of titles, I would say the Smash Bros. series and the Legend of Zelda series.
― Many players get emotional when they play Smash Bros.
That's right (laughs).
The BRÄNNBOLL Gaming Collection is designed to help you control those emotions when you're gaming.
Playing games is fun, and of course, we don't want you to break anything, but is it okay to take out some frustration on the product?
There are also soft, long cushions and pillows!” (laughs)
― Lastly, could you tell us about the future outlook for the gaming furniture line that you will continue to develop?
David Wahl: I'm very interested in how people play games.
Of course, I understand that the mobile game market is strong, but I am also doing daily research on what concepts we should use in our product development while keeping AR and VR games in mind for the future.
Philip Dilé: We should always be paying attention to how the expectations, values, and demands of gamers change with new games and technologies that will come in the future.
And I want to think about how we can make the experience better.
IKEA's BRÄNNBOLL Gaming Collection is exploring new gaming furniture.
We were able to hear about their research on how to appeal to a wide range of gamers and their dedication to their products, never compromising on functionality.
We have high expectations for new products in the future.
