When it comes to collaboration, IKEA certainly is no stranger. To embark on its newest journey to democratise art, the Swedish furniture chain store is collaborating with Hasselblad for an art collection called NORRHASSE.
According to IKEA’s “life at home” research, individuals are moving from valuing practical benefits to appreciating the emotional aspects of objects. This is especially true with Millennials, who place a higher value on emotional ventures, such as art and design, to create a living place that is unique and aligns with their personality.
“We know how important it is for your wellbeing to have access to art. With this collection, we want to make some excellent photo art available to the many people. Not only to spark people´s creativity but also to make people reflect upon what kind of art they would like to surround themselves with where it really matters: in the home.” Says Marcus Engman, Head of Design at IKEA.
The collaborative project consists of seven photographs taken from the extensive catalogue of the Hasselblad Masters Awards. Ranging from nature to portraits, IKEA chose amazing images by Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones and Joachim Schmeisser; each photographer having received an award for their long or even lifetime achievements in their profession.
The collection will be available in August 2018.
