Thursday, May 3, 2018

Ikea Unveils Virgil Abloh Collaboration Via Live Broadcast

Since Ikea announced its collaboration with Virgil Abloh in June 2017, little information has been leaked about what the Swedish retailer and Off-White founder have been up to. Images of Abloh with a prototype of the famous Frakta tote, this time in beige rather than Ikea’s signature blue, and pictures of slogan rugs reading “Keep Off” and “Blue” in Ikea’s Älmhult prototype shop, are all we have seen of the capsule collection of furniture and decorative pieces designed especially for generation Y.

Until now. Ikea Today staged a live broadcast of Abloh discussing three "works in progress", because transparency is central to his design ethos. "Growing up, I studied architecture and was into music, but I always felt there was a gap between the things that I loved and consumed – who made them, how they made them – so that was a premise that I gave to my design process," he explained. "It’s a powerful tool to get people into design if they simply can see the process in our meetings."

He started off by revealing a triangular doorstop that can be attached to an Abloh-designed chair to create a "doorstop interruption".

"We're not designing something cool for cool's sake," he justified. "We're trying to embed an artistic quality in the things that you already have – the chair is elevated because it feels more like an art object than a typical chair that serves its function with four equal legs."


Next up, a glass cabinet with red handles shaped like nails that aims to turn everyday objects into art. "I get stuff and I put it away, but I don’t visually remember I have [it]. This is a means of curating your junk drawer."

"I want to bring a sense of pride to [millennial homes]," he continued. "You only notice design when your door knob is broken, or when your car doesn’t work. A project of this nature [turns that on its head]."

Lastly, he presented his graphic rugs, which are not, in fact, rugs, but tapestries to hang as art, which young people can't afford. "I'm questioning objects by using text to reprogramme them and recontextualise them," he said of his slogans.

On being one of the busiest men in fashion (as well as working on his Off-White line, which has a handful of collaborations on the go, he has recently taken the helm of Louis Vuitton’s menswear division), Abloh said: "Time isn’t a factor. The best use of my time is to breed new ideas and build bridges between ideas... It’s all fulfilling, it’s not work."

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