fbpx

Study - HOME - DECORATION

IKEA X VIRGIL ABLOH (MARKERAD)

Event

CHALLENGE

Create a buzz ahead of the official launch of the new IKEA X VIRGIL ABLOH collection, and attract a new target audience of fashion and street culture fans.

 

Action plan

During Paris Fashion Week, we hosted an event to market a collection of four carpets exclusively made for the IKEA X VIRGIL ABLOH collection, in an “alternative” space (a redecorated hangar made into a creative exhibition space, with a sales area and bar).

  • Private event the evening before the public opening, with Virgil Abloh present
  • Speech given by IKEA and Virgil Abloh, hosted by Alice Pfeiffer from Les Inrocks
  • Media partnerships put in place before the event, with Les Inrocks, Rinse FM and Hypebeast
  • DJ sets and activities, in collaboration with Rinse FM
  • Exclusive interviews with Les Inrocks and MAD
  • Pop-up store open to the public for one day, featuring the new carpet collection

RESULTS

  • Over 500 attendees at the launch event (journalists, influencers, prescribers, VIPs)
  • 90 press clippings and 360 live social media posts
  • 100% positive reviews of the place and scenography
  • New targets audiences were attracted to the brand (fashion and street culture)
  • An evolution in brand perception: IKEA has become even cooler.