MARKERAD IKEA c/o Virgil Abloh Campaign Concept:
Whatever your first home is,
make it a statement.
The target group is young people creating their frist home - whether living as single, as couple or co-living. The collection wants to challenge the idea of what home furnishing is for millennials, a deliberate clash for individuality in the home rather than coordinated home solutions.
To talk directly to the target group IKEA teamed up with the cross disciplinary
creative Virgil Abloh, which in his work with his own brand OFF-WHITE combines
high culture references with street cred to add value to both parties.
The campaigns main focus was to show that each piece in the collection is an icon in its own right. Playing with freeze moments, texture, shadows, materials, reflections and perspectives amongst other.