GROOVIDO has partnered with COEF, a luxury streetwear store, to appropriate its context and create a multidisciplinary exhibition by transforming it into a space for exploration.

As the duo navigate the complex social fabric of modern and digital culture, the concept of hype emerges as a powerful force that permeates our daily lives.

The hype, defined as a marketing strategy where a product is advertised as a must-have item, is considered a central characteristic in the dynamics of modern fashion, due to the insistent influences of social and streaming apps. 

This concept has had an impact on the design industry as well, evident through collaborations like IKEA x HYPEBEAST or IKEA x VIRGIL ABLOH. These partnerships serve as examples of how the influential and culturally significant realms of streetwear and hype-driven fashion are being embraced and integrated into furniture design.

GROOVIDO decided to explore how this phenomenon is shaping the contemporary design scene, through their new furniture collection, in which they delve into the intricate interplay between fashion, design, societal trends, and personal identity, inspiring conversations and reflecting on the contemporary culture and its quest for self-expression. 

Special thanks to COEF for the collaboration and to Cuultur Eindhoven for the support.

Photo: Elora van Diessen