Designing for your heroes

We met with Ida Pettersson, one of they young designers currently working with Tom Hedqvist of 10-gruppen to develop the AVSIKTLIG collection, to talk about her experience working with some of her design heroes.

Working with the giants of an industry is always an exciting prospect for any creative person. “Whilst I was at art school I studied a lot of patterns and 10-gruppen’s were the ones I was most inspired by. It was a dream project,” says Ida.

There is something very special about 10-gruppen’s patterns that survives over time. They never feel old. “Their work appeals to me because I am fond of bright colours and a lot of expression,” says Ida. The way they use geometrical shapes is also something she appreciates.

Whilst I was at art school I studied a lot of patterns and 10-gruppen’s were the ones I was most inspired by. It was a dream project.

Three young IKEA designers were asked to join the design team to develop the collection; Ida, Iina Vuorivirta and Hanna Dalrot. Their first task was to develop new patterns interpreting the work of 10-gruppen. “We were of course very thrilled about it,” says Ida. They then met with Tom Hedqvist and creative leader Jutta Viheria who selected the patterns that would make a cohesive collection; which patterns and colours worked well together.

Sketches by Ida interpreting the work of 10-gruppen.
Sketches by Ida interpreting the work of 10-gruppen.
One of hundreds of sketches made by Ida whilst developing the collection.
One of hundreds of sketches made by Ida whilst developing the collection.

The next step of the process was discussing which patterns would work well on which products. Patterns will be used on fabrics, rugs, napkins, plates, trays, posters, cushions, quilt covers, ceramics, paper and even sofa covers for the iconic KLIPPAN sofa. There is a blue and white theme and a colourful theme for the collection. 

Ida has worked at IKEA for two years. Her education focused on the artistic side of textile design; working at IKEA has introduced her to the production side of design, which involves a whole different set of knowledge and tools. She hopes to apply this to her work in the future combining art and design. What does she particularly enjoy at IKEA? “Seeing the whole production, that is what is fascinating about IKEA. You understand then, why you have to do things in a certain way. It is super exciting.”

In this film, our reporter Tanya König interviews Ida at Democratic Design Day. They discuss the AVSIKTLIG collection and what it is like working as a designer at IKEA.

Pattern for the collection designed by Ida Pettersson
Pattern for the collection designed by Ida Pettersson

Facts & figures:

Education: University College of Arts, Crafts and Design (Konstfack), Stockholm, BFA and MFA (textiles), 2009-2014.
Career: Internship at IKEA 2014/15, Nominated Young Swedish Design (Ung Svensk Form) 2014/15, Employed by IKEA 2015/16.
First product designed for IKEA: ANNIKEN fabric (The broccoli print!)
Favourite IKEA product: “Not sure, have to think about it.”
Favourite 10-gruppen print: Carl Johan de Geer’s pattern with the palm trees “Djungle”.