Huge news from IKEA! The Swedish retailer initiated an exploration journey on the future of Scandinavian design and one of the first results is a new limited edition collection with the Danish design company Hay. Classical Nordic design features such as light colours and clean design are applied to the new collection which is aimed to enhance the concept of socializing in the living room.
With the housing shortage, shrinking living spaces, changing demographies in Europe, IKEA’s new project wants to define a new identity for the Scandinavian design. “We go about this by opening up and start playing with our values combined with materiality, with colours, with production technology, with functions, with our roots” says Marcus Engman, the Design Manager at IKEA.
The preview images also included a cleverly updated version of the IKEA’s iconic blue plastic bag, Frakta, destined to become a new best seller of the company.
Images from IKEA