So, the introductions are over! Now everyone has the chance to take a closer look at the outcome of the collaborations just presented on stage – most expected in stores next year. In the exhibit upstairs, visitors gather around the different collections to get to touch and feel the products as well as meeting the designers.
“Wow, look at this!”, “I love it, it’s a real classic”, “Oh, that chair’s perfect”. Judging from their comments, the crowd loves what they see. With phones and cameras ready they mingle around looking closely at surfaces, stroking sofa fabrics, and getting their questions answered by the people involved.
Here’s Dutch designer Piet Hein Eek with INDUSTRIELL collection, telling journalists and bloggers about his idea of massproduced uniqueness and here’s the super stylist and fashion activist Bea Åkerlund who’s as colourful as her ruby red lip-shaped pillow from OMEDELBAR collection.
Among the brand new things on show, is also the furniture in SPÄNST – a collection bringing street style and sports into the home. In order to succeed IKEA has teamed up with avant-garde street wear designer Chris Stamp. And, drum roll!, thanks to him IKEA can now boast with its first ever skateboard.
DELAKTIG is the result of a collaboration between IKEA, designer Tom Dixon and students from three universities around the world. The result is a sofa with a new concept for comfort, that the crowd seems to like – they all had the chance to try it out earlier, when they made themselves comfortable for the on-stage welcome.
The curious guests also get a taste of the collaboration between IKEA and multi-brand retailer colette and they get to see the fantastic glass miniatures that make up IKEA Art Event 2018, made right here in Småland by eight international artists.
Another of the great collaborations expected in stores next year is the one with Danish HAY – the outcome is YPPERLIG that also attracts attention among the bloggers and journalists present.
With HJÄRTELIG, IKEA explores forgotten organic materials for a new bedroom collection that engages the senses, as well as the visitors. There’s a special thrill in turning something useless into gold…
Since IKEA collaborates more and more with social entrepreneurs in vulnerable communities around the world, these projects too have a natural place in the exhibition.
In the middle of the exhibition space – like a sort of hub – are examples of new work from in-house designers. Brilliant and beautiful ideas that will be found in the stores at a later date – made by the people that make IKEA what it is.