What would you do 

If you had only three minutes? 

The Hourglass is ticking...


The pandemic made us reconsider the crucial things in life and what we choose to spend our time on. IA London's Fall 2021 "Hourglass" sharpens this reconsideration by limiting the time to "as long as the Hourglass is ticking”. The narrative, divided into three episodes, presented through the perspective of Ira Iceberg, IA London's founder and designer, whose family was affected by COVID-19, increasing the designer's own feeling of impermanence. 


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