IKEA seems to be taking a Nike approach to its sales and marketing by dropping limited editions into the market to see how a new generation of buyers reacts and the product sells. All items on display were also labeled ‘prototype’ and they were debuted through a livestream from a gallery in NYC and promoted via influencers.
IKEA followed up on the recently announced skateboard-lifestyle inspired line by Chris Stamp with a furniture collection by fashion designer Virgil Abloh. This is aimed Gen Z and Millennial adults moving into their first homes. To appeal to this audience, Abloh took classic pieces and gave them “subtle ironic twists.” As part of the collection, the designer created a glass cabinet with a wooden frame which stores goods but also acts as a showcase of those products.
Why it’s hot: From a brand that usually shows how their furniture items look in your home (from the layout of their store, to their AR app that you can literally see how they look in your home…) – it is an interesting approach to see them separate new items from in-situ and position them like limited-edition art pieces. It seems more like a stunt than a new Gen Z strategy, however I would be interested to see results from this tactic!