For the first time in its history, Ikea has altered its logo. Ikea has become “Ikea” in Wembley to mark the arrival of its Markerad collection created in collaboration with fashion designer and Louis Vuitton’s creative director, Virgil Abloh.
Using Ikea in quotes is inspired by Virgil Abloh’s idiosyncratic trademark of putting quotation marks around different words. The sign was modified under the cover of darkness, and surprised customers and co-workers before the collection went on sale.
The altered “IKEA” sign will stay up for the launch weekend so that those with tickets will have the full Virgil Abloh x IKEA experience. A limited number of free tickets allowing fans to purchase the collection was released earlier this month and sold out in under five minutes.
With thousands expected to visit Ikea Wembley over three days to get their hands on the cutting-edge collection, Ikea also set up the world’s comfiest queue featuring sofas, armchairs, blankets and cushions to reward their keen fans, so those waiting to purchase their the hotly-anticipated items could relax in style.
Mother and Ikea achieved their aim of creating a buzz.
The Markerad collection is made up of 15 pieces and includes everyday objects that have been transformed into statement design icons – a daybed and cabinet, textiles and accessories, with prices starting at £10, making it affordable most.
Future collaborations are already planned featuring a diverse group of designers such as Saint Heron, adidas and Tom Dixon.
Jared Sager, Ikea UK spokesperson, commented, “When we first found out about the collaboration between Virgil Abloh and IKEA, we knew it would be a special collection, and excitement has been building ever since. Being able to offer our customers items designed by one of the world’s most sought-after designers at affordable prices is something we’re really proud of, and we can’t wait to hear what people think.”
The Markerad collection is a very limited edition. It is available at Wembley, Croydon and Dublin stores November 1-3 for those who were able to get a ticket for the collection. If there is still stock available from November 4, customers will have the opportunity to purchase it without a ticket from participating stores.