Goal: to increase desirability one year before the official release and position IKEA Virgil Abloh rugs as Limited edition iconic design objects, at the crossroads of high-end fashion and street culture.
During Paris Fashion Week, a event pop-up store has been installed in a shed transformed into a creative gallery. At the heart of the setup: the exclusive sale of four limited-edition Virgil Abloh IKEA rugs, true collector's items for the fashion and cultural influence communities.
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