Virgil Abloh is a name at the forefront of fashion, so you’d be forgiven for not anticipating his collaboration with IKEA. Abloh’s vision was to see people “statement-dressing” their homes as they would their bodies. The pop-up “Fitting Room” launched during London Fashion Week, sending the homeware giant into a new realm with a younger, fashion-interested crowd. Visitors got to fully experience the pieces before the collection dropped and book a slot at a temporary tattoo station. The instagrammable space, which Vogue named one of the most successful fashion collaborations of 2019, highlighted how experiential activations can be even more valuable than digital channels in the modern age.
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