IKEA performs brain scan to find out if customers are really interested in exclusive pieces

Style The Swedish meubelgigant IKEA grabs this month with 8 exclusive carpets designed by some of the leading creatives. Who has a carpet in their hands, to will first, however, a brain scan must be run. Only if you are positive stops on the carpet, you get the chance to buy it.

For the fifth time in a row launches the IKEA Art Event-collection, which each year an art form accessible and affordable for everyone. This year, the new collection of 8 hand-made rugs, created by renowned contemporary artists such as Virgil Abloh, Craig Green, and Filip Pagowski.

The collection is very limited, because in Belgium, there will be, for example, only 109 of the carpets sold. The exclusive nature of the collection anywhere in the world tremendously desirable. In other countries there were, therefore, often large quantities purchased for the sole purpose of the carpets afterwards on eBay to sell and make a profit. IKEA Belgium wants to avoid that and only the lovers of art the chance to buy them.

Therefore will the activity of interested buyers first be measured with special headsets. Only those who have an emotional reaction exhibits on the carpet, allowed to buy it. “Art is made for people to touch and is therefore of inestimable value. It must, therefore, be accessible for everyone who loves,” says the furniture gallery in a press release.

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