IKEA's New Collection Is Iconic Swedish Design
The collab with iconic design collective 10-gruppen is so stylish.
Get excited Scandinavian design fans. IKEA just announced a new collection for May created in collaboration with 10-gruppen, the iconic Swedish design collective. The rebellious collective shook up textiles in the '70s and its prints still feel fresh today. IKEA is calling the AVSIKTLIG collection a new-old collaboration since 10-gruppen has worked with the brand for years.
Founding 10-gruppen designer Tom Hedqvist and three young IKEA designers Iina Vuorivirta, Ida Pettersson, and Hanna Dalrot worked together to produce the series of playful prints which mirror the collective's history.
“I wanted to create a ‘classic’ 10-gruppen collection, featuring patterns people recognize, as well as new favorites," says Hedqvist. "The collection includes three color groups: emerald green, ultra-marine blue and lemon yellow with black and white elements. This makes it easy to combine the different patterns in an interior.”
“Although all the patterns are so different and artistically strong in their own individual right, they work together... it feels good to present a collection where the individual parts form such a powerful whole,” says Hedqvist.
Working on this collaboration has been a big deal for IKEA designer Pettersson. She says, “10-gruppen has always been one of my greatest influences. I absolutely love their design style. It’s bold, colorful, and geometric in its expression." Clearly, this collection is bringing back the fun design in full force.