Press Release IKEA launches GLÖDANDE In Collaboration With Walter Van Beirendonck IKEA I N COLLABORATION WITH WALTER VAN BEIRENDONCK Jakarta, July 21, 2016 - IKEA in collaboration with the leading lights of fashion designer, Walter Van Beirendonck, launches GLÖDANDE, a limited edition collection that brings cheerful nuances inspired and themed from the children story of Wondermooi the five cloud-dwelling creatures that live in the clouds, and which their characters are applied into all items within the GLÖDANDE collection. Henrik Most, Creative Leader at IKEA of Sweden says, You never know what Walter will do next. I like that and want to bring more of this into IKEA. The way he mixes this unpredictability with colour, pattern and print is what makes him the master of what he does. That is what IKEA learned from this fantastically wonderful and odd collaboration. Walter Van Beirendonck was a member of the Antwerp Six, a well-known group of six fashion designers who graduated from Antwerp s Royal Academy of Fine Arts between 1980 1981. They presented a distinct and radical vision for fashion during the 80s, and established their small Belgian city as a notable design destination. Walter s work has been described as strong and individual, but intimate at the same time. He always loves to throw both historical and personal touches into all of his designs. When I started with the IKEA project, I wanted to handle it almost like a fashion collection. I really wanted to gather a lot of inspirations, think about stories, think about ideas which could evolve into other things. I wanted to tell a story. says Walter Van Beirendonck. Van Beirendonck has based the entire collection around his story of the Wondermooi five cloud-dwelling creatures whose distinct personalities weave their way through all GLÖDANDE items. Based around the five Wondermooi characters, GLÖDANDE consists of pre-cut fabrics, stationery, shopping bags, rugs, porcelain and linen. This collection proves that something magical happens when you mix fashion and accessories together. 1
About IKEA IKEA vision is to create better everyday life for the many by offering side range of well-designed home furnishing products, functional at prices so low that as many people as possible will be able to afford them. The IKEA company was founded by Ingvar Kamprad in his hometown Småland, South Sweden in 1943, when he was just 17 years old. The company s name is an acronym that consist of his own initials of IK, E indicated Elmtaryd, the name of the farm and A indicated Agunnaryd. The IKEA concept is based on a thorough knowledge of the needs and function of life at home, with a combined of experience of materials and production techniques. IKEA has 70 years of experience in developing and presenting the IKEA product range. The IKEA store offers a wide range of well designed, functional home furnishing products that have been designed and produced through research and development, tight quality control and with long term sustainability in mind. IKEA products are simple in design with many smart multi-functions and hidden customer benefits. The IKEA furniture products are flat packed, to enable the do-it-yourself concept, thus making it possible to lower prices on designer products. There are 375 IKEA stores with over 150,000 co-workers in 47 countries with total sales over 30 billion Euros. Number of IKEA store visitors nearly 800 million, number of IKEA website visitors over 1 billion times, and people who download IKEA application nearly 10 million times. More than 200 million catalogues (2016) printed in 34 different languages. The IKEA Catalogue 2016 application enables users put selected products at home thanks to 3D augmented reality technology, by scanning plus sign For more information contact: On behalf of IKEA Division, PT Hero Supermarket Tbk Ivony Emerson Asia Pacific Tel: +6221 7883 5562 Fax: +6221 7884 4124 Email: ivony@emerson.co.id 2
THE STORY OF THE WONDERMOOI The WONDERMOOI are the children of the clouds, who have made their home there for centuries. They are beautiful, weird creatures living together in harmony. A fantastic mix of shapes, colors, fur, feathers and skin. One day, they discover a strange hole has appeared in one of their clouds. The next day, another hole appears, and many more after that. KWADE TIJGER, SPIEGEL, VLIEGMACHIEN, 1000G and ROOD are shocked. What is going on? Above them, they hear sobbing. And underneath them, there is a storm. There s thunder and lightning, and rain, rain, rain. Curious VLIEGMACHIEN decides to fly high above the clouds to visit SUN and MOON to see if he can find out what s wrong. SUN and MOON are sad and are crying big gold and silver tears. Why are you sad? asks VLIEGMACHIEN. Because there are wars and aggression on our beautiful Earth, reply SUN AND MOON. 3
SUN AND MOON cry two more huge gold and silver tears, making more holes in the clouds and causing storms and floods to happen on Earth. The WONDERMOOI try to figure out a solution so that happiness returns both over and under the clouds. ROOD has an idea. Magical cloud dust! Magical cloud dust is that what the WONDERMOOI use to make things beautiful. A sneezing storm starts to roll over the world. SUN and MOON are happy, because the world will soon be beautiful again So, every time you sneeze, it could be magical cloud dust from WONDERMOOI that tickles your nose. A sneezing storm starts to roll over the world. Remember: BE BEAUTIFUL BE WONDERMOOI 4
MEET THE CHARACTERS... KWADE TIJGER is the Wondermooi superhero. His tiger stripes and big muscles keep the bad guys away, and his head-in-a-box helps him see what is going on. KWADE TIJGER is always there to keep the cloud-world safe and happy. VLIEGMACHIEN is the Wondermooi who is sometimes brave, and sometimes just a little shy. When dangerous tasks need solving, VLIEGMACHIEN just flaps his feathers and flies anywhere he needs to. He s also the only Wondermooi who doesn t need a bed he loves sleeping upside down. ROOD is the goddess of the sun and the moon. She is the leader of the Wondermooi always smart, always clever, and always trying to find a peaceful solution. ROOD s diplomatic skills and spiritual ways are always helpful in the cloudworld. SPIEGEL s small size and sweet features make him the cutest Wondermooi of all. He may have big feet but he walks around the clouds without making a sound. With eyes across every part of his body, 1000G is the most observant of the Wondermooi. From the time he was born, he was watching out for all his fellow cloudcreatures. Being helpful and caring are his best features 5
KWADE TIJGER Surround yourself in comfort as soft as the whitest Wondermooi cloud. GLÖDANDE cushion covers come in eight different styles KWADE TIJGER has made his mark on these. The guardian Wondermooi KWADE TIJGER is always ready for action. This rug is made of a rich pile that s both soft on your feet and might even keep the bad guys away. 1000G The dense pile on this rug is excellent for soundproofing, and its rich colours will add texture to any space. GLÖDANDE cardboard boxes come in eight different designs, featuring many physical features of the Wondermooi. They truly stand out on a shelf, but easily fold away again when not in use. Covered in Wondermooi creature designs, GLÖDANDE stationery feels like it has a life of its own. Let the creative, happy spirit of the Wondermooi influence your latest sketches and ideas. 6
The feeling of floating away on soft, white clouds as you sleep. Let the Wondermooi take you there with GLÖDANDE linens and cushion covers. There s no need to get out the nice servingware. These GLÖDANDE bowls are durable, all-seeing works of art that will add a lively feel to any table setting 7
VLIEGMACHIEN A great night s sleep begins with these GLÖDANDE duvet covers. Covered in VLIEGMACHIEN s beautiful feathers, you ll be ready to fly off to dreamland. If you don t sleep hanging upside down like VLIEGMACHIEN, there s 100% cotton cushion covers for the rest of us. Eight different designs for your soft comfort. The Wondermooi are ready to help personalize your space. Their best poses are captured across five different cheerful posters. Which one is your favourite? ROOD There is a touch of magical inspiration throughout GLÖDANDE. These 100% cot ton pre-cut fabrics bring the watchful, ancient spir it of the sun and moon into your home. With the beautifully-drawn designs of the Wondermooi characters, GLÖDANDE pre-cut fabrics come in five different styles. Look out for the special Wondermooi borders across the edges. SPIEGEL GLÖDANDE boxes, bags and gift tags seem are covered with SPIEGEL s adorable features, along with his fellow Wondermooi. Great for storage, or presenting that perfect gift. 8