IKEA x Virgil Abloh
The comfortable queue.
The brief
To elevate the launch of MARKERAD, IKEA’s unique homeware collection created in collaboration with Virgil Abloh.
The strategy
To borrow moments unique to the fashion industry and apply them to the launch, using IKEA’s tongue-in-cheek sense of humour to get people talking.
The idea
IKEA changed its logo for the first time ever, adding Abloh’s iconic speech marks to the front of the Wembley store, creating “IKEA” – a brilliant picture moment and humorous talking point.
Then playfully subverting ‘the drop’ by giving the people queuing to pick up product the comfiest queue ever. Complete with sofas, cushions and blankets, it ensured that the rest of the “IKEA” collection was showcased and paid homage to traditional fashion launches in a unique IKEA way.
The results
The combination of the two led to some fantastic results. There were over 90 pieces of coverage, including a DPS in The Guardian, Stylist and HYPEBEAST, nailing our target of hitting the hype titles as well as the mainstream.
And it sold out completely.
Credits
Client: IKEA
Agency: Hope and Glory