Collaborations

What does Sweden and IKEA smell like? We asked Ben Gorham of Byredo your questions and to describe his view on smell and what the collaboration with IKEA will be.

The refreshing scent of ideation was in the air at the co-creation site at IKEA of Sweden recently as students from Royal College of Art in London came to Älmhult for a two-day workshop with IKEA and Swedish fragrance company Byredo.

Your collectible action figures, handspun yarn for future knitting projects or the kids clay sculptures. We like to surround ourselves with things that mean something to us. But how do you display a collection beautifully or store the little things that have a room in your heart?

Well, the answer is that they were both shot on a Hasselblad camera. In the collection NORRHASSEL in collaboration with Hasselblad and seven professional photographers, IKEA have explored the art of photography, resulting in a selection of pictures from the Hasselblad Masters Award extensive catalogue.