Exclamation marks by IKEA

Обновлено: 9 июня 2019 г.

Our grandmothers hung a rug on the wall, but what if the rug was a piece of art? To personalize our space IKEA afford to us eight very different variations of rugs. "These are rugs that will become exclamation marks in the home, whether you walk all over them, hang them on a wall or make them your own any other way", says Henrik Most, Creative Leader for the upcoming collection.

This collection is available for mid customers and prices range from 15,999 up to 39,999 rubles. The Swedish retailer rounded up eight creatives: Virgil Abloh, Chiaozza, Craig Green, Misaki Kawai, Seulgi Lee, Noah Lyon, Filip Pagowski and SupaKitch. The rock star of this list is Virgil Abloh, the men's artistic director for Louis Vuitton and founder of streetwear brand Off-White. He said about his work that he just wanted an ironic take on the traditional attitude to furnishing where the living room is just a showroom, not somewhere you sit. - "The parental do not ruin the furniture kind of thing I think has impacted how younger people think of furniture today."

Rug by Virgil Abloh. Photographer: Courtesy of IKEA

All rugs are handmade in wool and natural materials. That means that no two are completely identical. Some artists prefer animals and bright colors, some chose the avant-garde style. Craig Green, London based means-wear designer portrayed birds, which explore ideas about paradise, of escaping reality.

Rug by Craig Green. Photographer: Courtesy of IKEA

This collection is an opportunity for customers to buy limited edition. To avoid reselling on platforms like eBay, IKEA teamed with grand Ogilvy Social Lab in Brussel to come up with a creative solution. Ogilvy Lab represented a special algorithm, which can define a customer's emotions. "When people looked at the art, our specially designed algorithm could categorize the data from the brain and body reactions," an Ogilvy representative explained. Unfortunately, on eBay, some people put up the rugs on sale and prices go up. The exclusive capsule collection was available in-store in May; if you wish to touch a fragile art spirit, you can order these rugs right now!

Material was used from https://ikea.today

Capsule rug collection Photographer: Courtesy of IKEA

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