Ikea today kicks off the marketing campaign for its new augmented reality app, Ikea Place, which will be available from today to help customers with their interior design.

Ikea Place was officially announced at the Apple Developers Conference last week. It's built on Apple's ARKit technology and allows people to virtually "place" Ikea products into their spaces. The app automatically scales products based on room dimension with a claimed 98% accuracy (versus other apps that require you to scale manually). More than 2,000 Ikea products will be available on the app at launch and in addition to digitally placing products in a room, it allows people to capture the setting in the app and share as an image or video with friends.

The Swedish retailer partnered with Space10 and Twnkls for the development of the app and agencies 72andSunny Amsterdam, Assembly and Allison+Partners to bring Ikea Place to market. 72andSunny created the strategy, comms planning, and creative assets for the beta launch, which includes a series of films (one of which is seen here), GIFs, social content and blog posts.