IKEA PRESS KIT /SEPTEMBER 2016/ 1 Inter IKEA Systems B.V SVÄRTAN collection LIMITED EDITION - SEPTEMBER 2016 SVÄRTAN COLLECTION LIMITED EDITION

Transcription

1 IKEA PRESS KIT /SEPTEMBER 2016/ 1 Inter IKEA Systems B.V SVÄRTAN collection LIMITED EDITION - SEPTEMBER 2016

2 IKEA PRESS KIT /SEPTEMBER 2016/ 2 WELCOME TO ANOTHER INDIA PH This September, IKEA is launching SVÄRTAN a collection which is the result of collaboration with Swedish textile designer Martin Bergström and Indian fashion students. Using only black, white and shades of grey, SVÄRTAN invites us to explore a side of India that goes beyond the vivid colours usually associated with this striking country. PH PH SVÄRTAN is a limited edition collection, so if you fall in love with an item - don t wait too long. Karin Gustavsson Creative Leader, IKEA PATTERNS INSPIRED FROM URBAN LANDSCAPES Consisting of textiles, paper items, glassware, ceramics and metal objects, inspiration for SVÄRTAN has been drawn from inner-city environments of India. The collection is full of subtle textures and abstract patterns taken from objects that are usually overlooked, encouraging us to see beauty in the seemingly mundane. My idea was to create a modern interpretation of India and its heritage, a country with designs that are perceived in the West as colourful, golden and shiny, says Martin Bergström.

3 PH IKEA PRESS KIT /SEPTEMBER 2016/ 3 IKEA IN COLLABORATION WITH MARTIN BERGSTRÖM PH Swedish fashion and textile designer Martin Bergström has been working in the fields of fashion, art and design for over a decade. Known for his bold and avant-garde designs, he uses everything from ink stains to forgotten handicraft techniques to bring his ideas to life. WHEN I CAME TO INDIA, I SAW THE AMAZING PATINA OF SURFACES, TEXTURES OF THE WALLS, PATTERNS CREATED BY THE MONSOON RAINS Martin Bergström PH PH ALWAYS A TOUCH OF THE HUMAN HAND The entire SVÄRTAN collection has been produced in India and uses many traditional techniques together with natural materials, while the final production is more industrial in nature. This has given each item a handmade look that pairs well with its design. With so many different materials and objects in play, it is the black, grey and white designs that keep the collection together; where patterns are woven, printed or appear as textures.

4 PH IKEA PRESS KIT /SEPTEMBER 2016/ 4 IKEA LOOKS TO THE DESIGN FUTURE OF INDIA PH To create an image of what contemporary India looks like, 25 students from NIFT (National Institute of Fashion Technology) in New Delhi were invited to a workshop with Martin Bergström. The students used inspiration coming from unexpected places; patterns in surfaces and distressed walls, from dangling cables hanging over the streets, and then made imprints or drawings of them. The goal was to strike a balance between the organic and the abstract, to find poetry in things that some people may overlook. PH PH PH WE MADE OVER 2000 DRAWINGS IN THE WORKSHOP, WHILE IN THE FINAL COLLECTION THERE ARE AROUND 15 PATTERNS. Martin Bergström

5 IKEA PRESS KIT /SEPTEMBER 2016/ 5 PH MEET THE COLLECTION

6 PH IKEA PRESS KIT /SEPTEMBER 2016/ 6 PH WHEN I CAME TO INDIA, THE FIRST THING I NOTICED WAS THE LIGHT. BUT THEN I STARTED SEEING OTHER THINGS. I SAW THE BEAUTY BEYOND THE OBVIOUS: THE AMAZING PATINA OF SURFACES, THE TEXTURES OF WALLS, PATTERNS CREATED BY THE MONSOON RAINS. - MARTIN BERGSTRÖM

7 IKEA PRESS KIT /SEPTEMBER 2016/ 7 PH PH WITH THEIR ANGULAR, SLIGHTLY UNPREDICTABLE LOOK, THESE MOUTH-BLOWN GLASSWARE PIECES ARE A GOOD EXAMPLE OF BERGSTRÖM S PERFECTLY IMPERFECT DESIGNS. SVÄRTAN decorative bottles Height 35 cm Height 45 cm 4.99 Height 28 cm..

8 IKEA PRESS KIT /SEPTEMBER 2016/ 8 PH SVÄRTAN tray table

9 IKEA PRESS KIT /SEPTEMBER 2016/ 9 PH PE THE METAL TRAY TABLE IS EASY TO FOLD AWAY AND COMES WITH A PATTERN YOU LL WANT TO REACH OUT AND TOUCH. SVÄRTAN tray table

10 IKEA PRESS KIT /SEPTEMBER 2016/ 10 PH A METAL BOWL ADDS WEIGHT AND A WOODEN PLATE GIVES A SOFTNESS THE MATERIALS USED IN THE SVÄRTAN COLLECTION ARE MADE TO COMPLEMENT AND BALANCE EACH OTHER. SVÄRTAN decorative bowl 19.95/each Ø43 cm. Powder coated steel /each Ø47 cm. Solid mango (wood)

11 IKEA PRESS KIT /SEPTEMBER 2016/ 11 PH THE METAL ITEMS COME WITH A HOLE IN THEM - SINCE THAT IS HOW THEY ARE HUNG UP IN INDIA WHEN THE PAINT NEEDS TO DRY. MARTIN DECIDED TO PUT A REPLICA OF HIS NOSE RING INTO THE HOLE AND MADE IT PART OF THE DESIGN ITSELF. SVÄRTAN decorative bowl 19.95/each Ø43 cm. Powder coated steel

12 IKEA PRESS KIT /SEPTEMBER 2016/ 12 PH PH AVAILABLE IN TWO SIZES AND WITH A SLIGHTLY ROBUST AND RUGGED QUALITY TO THEM, THESE WOODEN SIDE TABLES CAN JUST AS WELL BE USED AS STOOLS. SVÄRTAN side table/stools. Height 42 cm /each Height 31 cm /each

13 IKEA PRESS KIT /SEPTEMBER 2016/ 13 PH WE FOUND AN OLD INDIAN BOWL THAT MARTIN RE-SHAPED WITH HIS OWN HANDS AND THEN TURNED INTO A MOULD FOR PRODUCTION. - KARIN GUSTAVSSON, CREATIVE LEADER AT IKEA SVÄRTAN decorative bowls. Ø18 cm /each Ø32 cm 29.95/each

14 IKEA PRESS KIT /SEPTEMBER 2016/ 14 PH PH TO GIVE THEM A STURDINESS YOU CAN BOTH SEE AND FEEL, THE BOWL AND CANDLEHOLDER ARE MADE OF COATED ALUMINUM. SVÄRTAN bowl Ø32 cm tealight holder

15 PH IKEA PRESS KIT /SEPTEMBER 2016/ 15 PH TEXTILES ARE A BIG PART OF INDIA S HERITAGE, WHICH IS WHY THEY RE HIGHLY PRESENT IN THE SVÄRTAN COLLECTION. SVÄRTAN quilt cover and pillowcase 39.95/set Grey White/black

16 IKEA PRESS KIT /SEPTEMBER 2016/ 16 PH PH PATTERNED OR SOLID BLACK THE THIN, SOFT, WOOL THROWS ARE MADE TO COMFORT AND COME IN TWO SIZES. SVÄRTAN throw cm. Black cm. Dark grey

17 IKEA PRESS KIT /SEPTEMBER 2016/ 17 PH PH PH MADE OF 100% COTTON, THE SVÄRTAN METRE FABRICS ARE BOTH SHEER AND REVERSIBLE. SVÄRTAN pre-cut fabric 14.95/each Grey Black/grey Black

18 IKEA PRESS KIT /SEPTEMBER 2016/ 18 PH PH135860

19 IKEA PRESS KIT /SEPTEMBER 2016/ 19 PH PH SVÄRTAN CUSHION COVERS COME IN FIVE DIFFERENT PATTERNS AND TWO SIZES. SVÄRTAN cushion covers cm 4.99 Black/grey Black Grey cm Black/grey

20 IKEA PRESS KIT /SEPTEMBER 2016/ 20 PH PH PH THESE FLATWOVEN RUGS ENSURE NO FLOOR LOOKS PLAIN AND ARE AVAILABLE IN TWO DIFFERENT SIZES. SVÄRTAN rugs, flatwoven cm cm

21 IKEA PRESS KIT /SEPTEMBER 2016/ 21 PH SVÄRTAN SKETCHBOOKS CONTAIN THICK PAPER AND ARE PRODUCED BY A MANUFACTURER THAT S BEEN IN BUSINESS FOR 300 YEARS. SVÄRTAN art card. 2.99/6 pack sketch book x21 cm. Black/grey

22 IKEA PRESS KIT /SEPTEMBER 2016/ 22 PH SVÄRTAN sketch books cm 5.99/each Black/grey Black cm /each Black

23 IKEA PRESS KIT /SEPTEMBER 2016/ 23 PH PH SVÄRTAN CAN LITERALLY BE ADMIRED AS WORKS OF ART THANKS TO POSTERS THAT COME IN TWO SIZES AND FOUR DIFFERENT PRINTS. SVÄRTAN posters cm 2.99/each White Black cm 5.99/each Black/grey Black

24 IKEA PRESS KIT /SEPTEMBER 2016/ 24 MOVING MEDIA To be used across social media and IKEA.com ORIGINAL FILM WITH MARTIN BERGSTRÖM IN INDIA Long version for IKEA.com and Facebook SHORT FILMS WITH PRODUCT FOCUS 15 sec version for IKEA.com and Instagram CINEMAGRAPHS for IKEA.com and Instagram

25 IKEA PRESS KIT /SEPTEMBER 2016/ 25 PE PE PE PE PE SVÄRTAN tray table Foldable, which makes it easy to store. Powder coated steel. Designer: Martin Bergström. Ø73cm. Height 30 cm. Black SVÄRTAN decorative bowl Powdercoated steel. Designer: Martin Bergström. Ø43 cm. Height 14 cm. Black SVÄRTAN decorative bowl Solid mango. Designer: Martin Bergström. Ø47cm. Height 5 cm. Black SVÄRTAN side table/stool Solid mango. Designer: Martin Bergström. Ø49 cm. 42 cm. Black SVÄRTAN side table/stool Solid mango. Designer: Martin Bergström. Ø36 cm. Height 31 cm. Black PE PE PE PE PE SVÄRTAN decorative bowl Powder coated aluminium. Designer: Martin Bergström. Ø18cm. Height 10 cm. Black SVÄRTAN decorative bowl Powder coated aluminium. Designer: Martin Bergström. Ø32 cm. Height 15 cm. Black SVÄRTAN decorative bottle Mouthblown glass. Designer: Martin Bergström. Height 45 cm SVÄRTAN decorative bottle 8.99 Mouthblown glass. Designer: Martin Bergström. Height 35 cm SVÄRTAN decorative bottle 4.99 Mouthblown glass. Designer: Martin Bergström. Height 28 cm

26 IKEA PRESS KIT /SEPTEMBER 2016/ 26 PE PE PE PE PE SVÄRTAN tealight holder 5.99 Powder coated aluminium. Designer: Martin Bergström. Ø9 cm. Height 11 cm. Black SVÄRTAN poster 2.99 Handmade paper. Designer: Martin Bergström cm. Black SVÄRTAN poster 5.99 Handmade paper. Designer: Martin Bergström cm. Black/grey SVÄRTANposter 5.99 Handmade paper. Designer: Martin Bergström cm. Black SVÄRTAN poster 2.99 Handmade paper. Designer: Martin Bergström cm. White PE PE PE PE SVÄRTAN art card with envelope 2.99/6 pack. Comprises: 6 art cards, 6 envelopes and 1 box. Handmade paper. Designer: Martin Bergström cm. Assorted patterns SVÄRTAN sketch book 5.99 Comprises: 36 unlined pages. Handmade paper. Designer: Martin Bergström cm. SVÄRTAN sketch book Comprises: 36 unlined pages. Handmade paper. Designer: Martin Bergström cm. SVÄRTAN sketch book 5.99 Comprises: 36 unlined pages. Handmade paper. Designer: Martin Bergström cm. Black/grey Black Black

27 IKEA PRESS KIT /SEPTEMBER 2016/ 27 PE PE PE PE PE SVÄRTAN cushion cover % cotton. Designer: Martin Bergström cm. Black/white SVÄRTAN cushion cover % cotton. Designer: Martin Bergström cm. Grey SVÄRTAN cushion cover % cotton. Designer: Martin Bergström cm. Black/grey SVÄRTAN cushion cover % cotton. Designer: Martin Bergström cm. Black/grey SVÄRTAN cushion cover % cotton. Designer: Martin Bergström cm. Black PE PE PE PE SVÄRTAN rug, flatwoven Weft 100% wool, warp 100% polyester. Designer: Martin Bergström cm. Multicolour SVÄRTAN rug, flatwoven Weft 100% wool, warp 100% polyester. Designer: Martin Bergström cm. Multicolour SVÄRTAN throw % wool, 20% acrylic. Designer: Martin Bergström cm. Black SVÄRTAN throw % wool, 20% acrylic. Designer: Martin Bergström cm. Dark grey

28 IKEA PRESS KIT /SEPTEMBER 2016/ 28 PE PE PE PE PE SVÄRTAN pre-cut fabric % cotton. Designer: Martin Bergström cm. Grey SVÄRTAN pre-cut fabric % cotton. Designer: Martin Bergström cm. Black SVÄRTAN pre-cut fabric % cotton. Designer: Martin Bergström cm. Black/grey SVÄRTAN pre-cut fabric % cotton. Designer: Martin Bergström cm. Grey/black SVÄRTAN quilt cover and pillowcase % cotton. Designer: Martin Bergström. Quilt cover cm. Pillowcase cm. White/black PE SVÄRTAN quilt cover and pillowcase % cotton. Designer: Martin Bergström. Quilt cover cm. Pillowcase cm. Grey

29 Every effort is made to ensure that the information in this booklet is correct at the time of publishing. We apologise for any alteration to products or product ranges that may be made during the life of the booklet. Please also note that some articles may vary in size and colour as shown in this booklet. CONTACT September 2016 To get in touch with us, please contact our local PR department at: phone: +31 (0)