“Exclusive, innovative but in any case democratic design.” Laura Schiatti, country marketing manager for Italy at Ikea, describes how the limited edition concept is reinterpreted by the group to supply functional design at reasonable prices.
“We present fantastic, innovative collections with design that thinks outside the box. We tell new stories to support the creativity of young emerging designers in a dynamic way, exploiting all the contaminations between design, fashion and beauty,” she continues.
Jassa, a capsule collection of handmade furniture, colorful fabrics and accessories, is based on direct interaction with the culture, tradition and crafts of Indonesia, Vietnam and India, triggered by creative minds with different backgrounds and specializations: the Dutch designer Piet Hein Eek and the Ikea designers Nike Karlsson, Iina Vuorivirta and Paulin Machado, guided and coordinated by Karin Gustavsson.
The desire to experiment can be seen in the encounter between decor and fashion created by British fashion designer Kit Neale, in the Spridd collection. Aimed at a young target, this eclectic, chaotic collection starts with four artistic creations based on different freely interpreted musical styles. The various motifs give rise to a colorful, dynamic line including curtains, bags, boxes, carpets, cups and ottomans.