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 created a huge buzz for the collection, highlighting how experiential activations can be even more valuable than digital channels in the modern age.
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