Tsunami and IKEA brought the preview of Virgil Abloh's MARKERAD collection to Blockfest music festival in Tampere, Finland.  

The goal of the collaboration was to increase the target group's interest in the collection, which would then be released later in November and naturally offer festival-goers a unique international cultural experience. The millennial-aimed MARKERAD collection was on display in the glass-walled shipping containers near the Laukontori bridge. Before Tampere, the exhibition had only been available for viewing in Paris and Tokyo.

IKEA’s promotion team came to the site and presented the collection's products to the festival-goers. The exhibition and the pre-sale event were marketed in Blockfest's social media channels, in  street-fashion-focused Facebook group HYPEND, and in the social media channels of the influencers selected for the campaign including Evelina, Mikael Gabriel, Uniikki, and Jekku Berglund.

In addition to the exhibition space, the IKEA department store in Tampere was able to sell a special batch of products designed by Abloh, for which a pre-sale event was organized. Dozens of young people interested in the products spent the night in front of the department store and the products sold out in an hour. The official release in November was a success with The MARKERAD collection selling out on the same day. 