IKEA, the Scandinavian-born furniture manufacturer familiar with the blue and yellow logo, first exhibited at Tokyo Game Show 2021 three years ago! IKEA, a furniture manufacturer born in Scandinavia, exhibited for the first time at the Tokyo Game Show 2021 three years ago, and now, three years later, IKEA is exhibiting at the Tokyo Game Show 2024 (TGS2024)! Here is a report on the booth and an interview with a person in charge of the products.
Interview with a product manager at the IKEA booth at TGS2024!
On display at the booth was a coordinated collection of furniture, centered around the BRÄNNBOLL Gaming Collection, which was created as a result of IKEA's unique product development to enhance the gaming experience for all kinds of people. We interviewed Mr. Philip Dilé, product design and development manager, and Mr. David Wahl, senior designer, to introduce the booth!
- Please tell us about "BRÄNNBOLL".
The name BRÄNNBOLL comes from a fun Swedish sport similar to baseball. This collection is aimed at the casual gamer and was created with the idea of casual fun in mind. As you can see, we have created a very colorful, happy, and playful design, instead of the black and neon based composition of our existing products.
- Very Kawaii, isn't it?
Thank you (laughs). The BRÄNNBOLL Gaming Collection is designed to fit in with everyday life. Gaming has become one of the most popular hobbies. That's why we are conscious of how we can provide comfortable furniture as a part of our daily life.
- How did you produce this collection?
We invited a variety of gamers to our Shanghai office to interview them about their experiences in creating this collection. We also asked for feedback on the prototypes, and we placed a great deal of importance on actual feedback.
- This is the first time you have exhibited at TGS in 3 years, how is the response?
After three years, I feel that not much has changed in terms of "gaming furniture. After all, gaming chairs are designed like racing car seats. We are trying to break away from that image and make something new. We are trying to create furniture that is open and airy, rather than claustrophobic.
- I understand that you collaborated with the gaming brand ROG?
Yes, the collaboration with ROG was a valuable learning experience for us. We have been conducting various tests to find out how we can bring out the best performance from the gamers. With the BRÄNNBOLL Gaming Collection, we wanted to make our products accessible to a wider range of gamers.
- I understand that you are both gamers. Do you have a favorite Japanese title?
David Wahl: I'm a Nintendo 64 fan, so I love The Legend of Zelda series, and F-Zero X is one of my favorite titles. F-Zero X is one of my favorite titles and I'm looking forward to the next installment! I also loved the slightly geeky title "Wish Room: Memories of an Angel", a classic that was released only twice.
Philip Dilé: I also love Nintendo, especially the Nintendo GameCube. I'm a bit younger than he is (laughs).
- A lot of players get emotional when they play Smash Bros.
BRÄNNBOLL Gaming Collection" is designed to allow you to control that emotional aspect of the game in your gaming space. Playing games is fun, and of course we don't want people to break them, but we think it's okay for people to take their frustrations out on the product. And. We also have soft and long cushions andpillows! (laughs)
- Finally, what is your vision for the gaming furniture line that you will continue to develop?
David Wahl: I am very interested in how people play games. Of course I understand that the current market is dominated by mobile games, but I am also aware of the coming AR and VR games, and I am constantly researching what concepts should be used in product development.
Philip Dilé: We should always keep an eye on how gamers' expectations, values, and desires will change with the new games and technologies that are coming. We want to think about how we can improve that experience.
IKEA's BRÄNNBOLL Gaming Collection is exploring new "gaming furniture. We were able to listen to their research and their commitment to their products. Let's look forward to more new products from IKEA in the future.