Photography buffs, you’re going to love Ikea’s newest collaboration. In partnership with camera company Hasselblad, Ikea is coming out with an exclusive line of photography. Dubbed “Norrhassel,” the collection was announced at the Madrid Design Festival, and is expected to hit stores worldwide in August 2018.
Ikea cites the importance of art as a “catalyst for human emotions” as the impetus for launching the partnership. As part of the brand’s longstanding commitment to making design more democratic, the retailer wanted to create a line that made upscale, professional photography widely available. It won’t cost you a small fortune, and given that Ikea is teaming up with seven renowned photographers, you won’t be pigeonholed into buying one cheap looking item.
“We know how important it is for your wellbeing to have access to art,” said Marcus Engman, Ikea’s head of design, in a statement. “With this collection, we want to make some excellent photo art available to many people. To spark people’s creativity, but also make people reflect upon what kind of art they would like to surround themselves with where it really matters: in the home.”
Hasselblad and Ikea are both Swedish companies, so it stands to reason that the collection will reflect a certain affinity for Scandinavian culture and motifs. The eight featured pictures have been selected from the Hasselblad Masters Award extensive catalogue—and early previews show just two images. One is a close-up portrait of a woman; the other, a tranquil capture of an empty path in the woods. Choose from the works of Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones, and Joachim Schmeisser.
The collection may be of particular interest to millennials, who, according to Ikea, put a higher value on showcasing emotional features like art and design in the home. Although, given the variety of subjects that will be displayed in the collection, photography aficionados of all ages are sure to find something they love.
“This partnership is a way to inspire people by bringing world class photography into their everyday life. Each image was hand selected for its beauty, composition, and aesthetic so that [it adds] a level of emotion to your home,” Hasselblad’s marketing manager, Bronius Rudnickas, said in a statement.
This isn’t the first time Ikea has branched out into the art world. Most memorably, it did so in March 2017 with its limited edition Art Event Collection. Ikea tapped 12 artists from around the world to create a series of beautiful, hand-drawn prints, each with a unique aesthetic. It has also worked with artists to develop an art-inspired line of home decor, dubbed the Stunsig collection.
But it is the first time the retailer is commissioning exclusive photography prints—so, needless to say, summer can’t come fast enough.
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