Announced during the Madrid Design Festival 2018, IKEA launches an art collection consisting of award-winning photographs captured with the iconic cameras and professional photographers.
The proposed series will be called 'NORRHASSEL', and aims to expand the capacity of great art as a great catalyst for human emotions. In the context of the inauguration of the exhibition #IkeaMadriddd at the La Neomudéjar Museum, IKEA presents its Democratic Design, a design within everyone's reach, in response to the growing importance of having art in the home, specifically the tendency of how Millennials are giving greater value to emotional characteristics within their living spaces.
IKEA goes a step further in this regard and details the materiality of the proposal through a selection of images from Hasselblad's extensive catalog of teachers.
The proposed series will be called 'NORRHASSEL', and aims to expand the capacity of great art as a great catalyst for human emotions. In the context of the inauguration of the exhibition #IkeaMadriddd at the La Neomudéjar Museum, IKEA presents its Democratic Design, a design within everyone's reach, in response to the growing importance of having art in the home, specifically the tendency of how Millennials are giving greater value to emotional characteristics within their living spaces.
IKEA goes a step further in this regard and details the materiality of the proposal through a selection of images from Hasselblad's extensive catalog of teachers.
“Photography is a vital way to express yourself and showcase the world from your perspective. In this day and age with social media, this form of expression and art has become even more popular, creating a whole new group of everyday photographers. With this collection of images, both IKEA and Hasselblad aim to inspire people to continue capturing the world while offering stunning photographs to those looking to make their home unique,” says Marcus Engman, Head of Design at IKEA, and adds "With this collection we want to make excellent photo art available to the public, to awaken the creativity of people but also make people reflect upon what kind of art they would like to surround themselves in the home."
The collection, in collaboration with Hasselblad one of the world’s most iconic camera brands, will consist of eight exclusive pictures taken by photographers awarded for their long or even lifetime achievements in their profession. These images feature both nature and portraits, and were taken by Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones, and Joachim Schmeisser.
![Ivo Precek, Pracovní tabule II [Work table II], 1965. "From the center of Europe. Czech photography, 1912-1974". Image courtesy of Juan March Foundation](/sites/default/files/styles/mopis_home_news_category_slider_desktop/public/lead-images/metalocus_fundacionjuanmarch_fotografiacheca_precek-.-pracovni-tabule-ii-1965_p01.webp?h=e382d23c&itok=PryOojGF "Ivo Precek, Pracovní tabule II [Work table II], 1965. \"From the center of Europe. Czech photography, 1912-1974\". Image courtesy of Juan March Foundation")
