A fine art photograph to decorate your home could be your next IKEA purchase. In a bid to make art and photography available to everyone, IKEA has partnered with Hasselblad and several professional photographers to launch a selection of photos to go on sale on all IKEA markets.
IKEA’s home research reveals that people are “moving from valuing practical benefits to appreciating the emotional aspects of objects.” They also saw this trend to be especially prevalent among millennials, given their tendency to put higher value on emotional features. With this, the furniture retail company concluded that they are more attuned to creating a home that is “unique and aligns with their personality.”
IKEA has found both art and photography are among the ways for everyone to make living and for working spaces to exude creativity and individuality. This became the inspiration behind the collaboration. “In this day and age with social media, this form of expression and art has become even more popular, creating a whole new group of everyday photographers. With this collection of images, both IKEA and Hasselblad aim to inspire people to continue capturing the world while offering stunning photographs to those looking to make their home unique,” says Marcus Engman, Head of Design at IKEA.
The collection, named NORRHASSEL, will consist of eight exclusive nature and portrait photos taken by photographers recognized for their outstanding achievements in the industry. These include works by Hasselblad Masters Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones, and Joachim Schmeisser.
“We want to share our love and passion of photography with the world and give a wider audience the chance to discover new art created by Hasselblad Photographers,” says Bronius Rudnickas, Marketing Manager at Hasselblad. “This collaboration is a way to inspire people by bringing world class photography into their every-day life. Each image was hand selected for its beauty, composition, and aesthetics so that they add a level of emotion to your home.”
Prints from the NORRHASSEL collection will be available in all IKEA markets beginning in August 2018.