Instagram worthy. IKEA х Virgil Abloh

Challenge: attract younger audience to IKEA, change their perception of a brand as family and generic furniture

Idea: make new IKEA collection instagrammable by creating a trendy art exhibition in collaboration with famous art group

Results:
The collection was sold out within two weeks.
Traffic in IKEA among young people increased from 12% to 15%, ROMI was 1:4.

Видео Instagram worthy. IKEA х Virgil Abloh канала emg agency