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Ikea revamps a storefront logo and brings comfort to eager fans to launch its latest collection.

To mark its collaboration with Louis Vuitton creative director Virgil Abloh (renowned for his quirky use of quotation marks), the retailer has changed the logo of its Wembley store to become, wait for it, "Ikea" – a world first for the brand.

The sign was modified overnight and will stay up for the collaboration's opening weekend from today (1 November). Ikea also set up a comfy queue featuring sofas, armchairs, blankets and cushions to reward fans waiting to get their hands on the collection.