Typically, seeing quotes around a brand name would make you understandably wary, in the same way you’d be reluctant to eat something that someone described with air-quotes as “food.”
But with Ikea’s Wembley location in London, there’s a good—albeit a bit obscure—reason why the chain has put quote marks around its name on the front of the building. This marks the first time Ikea has ever altered its storefront logo, according to the retailer.
Created in partnership with agency Mother London, the “Ikea” signage is in honor of the chain’s new collaboration with Louis Vuitton creative director Virgil Abloh.
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