IKEA has announced that it will work alongside fashion designer Virgil Abloh to produce a collection aimed at millennials moving into their first homes. Notably, the collaboration is set to include a rebrand of IKEA’s iconic blue Frakta bag.
The collaboration was announced at IKEA’s Democratic Design day in Älmhult, Sweden. Each year, IKEA uses that event to announce its new projects for the coming year.
During this year’s presentation, Virgil presented his own version of the blue Frakta bag that he had made from cardboard and inscribed “SCULPTURE” on the side. He said, “we’re in a moment where IKEA is transcending, and people are bringing this ‘do-it-yourself culture to the blue bag”. He continued, “What I'm most interested in is doing that process in partnership with the brand. It's allowing me to put my opinion on a classic.”
IKEA first approached Abloh to come up with a collection for the millennial generation that would allow them to furnish their surroundings at an affordable price. Henrik Most, creative leader at IKEA Range and Supply, said “We’ve been curious about Virgil Abloh for some time.” He continued, “Him being a multi-creative persona who doesn't care about boundaries combined with his close connections to young people, their needs and wants. It made us curious.”
“IKEA wants to explore the first home and how to make it inexpensive and fashionable," Most added. "And we believe Virgil Abloh and Off-White is the perfect match to do that with.”
Abloh is also a music producer, DJ and architect, and is excited to be working on a collection of furniture that is tailored to the needs, tastes and budgets of young adults, who he refers to as the “post-Tumblr generation”.
"I believe we're in a compilation/post-Tumblr generation, you take a number of images that aren't yours and compile them to make an expression about yourself," he said.
"My premise is to employ the ability to create these things in a place, with IKEA as the engine behind the thought process, so that young adults can live with design and art.”
Abloh, who has worked with a number of brands including Nike, described the collaboration with IKEA as the most important design project he's ever taken on. He plans to work with students to create the pieces, and although details of what will be included in the collection are yet to be revealed, IKEA says it will launch in 2019.
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