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We know AVSIKTLIG exclusively: the most graphic collection of Ikea

We know AVSIKTLIG exclusively: the most graphic collection of Ikea

In Sweden, at the beginning of the 70s, a group of designers and artists residing in Stockholm, with their very different styles and personalities, joined forces to express their disappointment with the Swedish textile industry and their confrontation with the aesthetic ideals of that time. «Our goal was clean The design industry. We wanted to create a better world, without wars, using colors, prints and music, ”says Carl Johan De Geer, co-founder of this anti-system organization that called itself 10-Gruppen.

Gradually, and thanks to the leadership of the designer Inez Svensson and the collaboration they made with Ikea in 1979, the collective and its bold and brightly colored prints were making a dent in the Swedish and international design scene, until they became in referents. During its last 15 years, the association went from being a group of designers with their own store to becoming a design agency with orders from fashion companies and international furniture manufacturers, until in 2015, after 45 years of incessant work, They decided to pass the witness of their design. IKEA saw a unique opportunity and offered them a joint collaboration to create a limited collection: the AVSIKTLIG collection. We speak with Iina Vuorivirta, one of the three designers of the Swedish firm that has participated in this collaboration.

How the idea of ​​collaborating with the 10-Gruppen? Why them and why now?

We had already worked with 10-Gruppen before, both with the collective and with some of its members alone, and from these collaborations many iconic prints emerged. When 10-Gruppen He decided to leave his business in 2015, after more than 40 years of success, IKEA thought it was worthwhile to continue with his story and share his work with more people around the world and proposed to take care of the infinite archive of prints of the group and let his legacy continue.

They had already collaborated with them in the past. How is this collaboration different from the previous ones and how is it similar?

On this occasion we wanted to combine the strong tradition and the unique style of 10-Gruppen with a new, fresher approach to his work and heritage. They invited me, along with two other IKEA designers, to collaborate with the original members of the collective. Two generations, with very different methods and ways of working, but with a common passion to challenge and challenge, we have merged the past with the present, yesterday with tomorrow. We have also now mixed the prints together with some of IKEA's most beloved products and fabrics by the meter, creating a collection that dares with colors, joy and change.

Which 3 words best define the collection AVSKTLIG?

Funny, brave and nostalgic.

How to combine a style as marked as that of 10-Gruppen and get a 100% Ikea product?

It is a perfect combination! The way IKEA works, with its democratic design that brings good, functional, sustainable and quality products to the public at low prices, has been spiced up with the incredible history 10-Gruppen. It is now available to many people

What have been the phases of the creative process?

Tom Hedqvist, one of the members of 10-Gruppen Together with Jutta Viheria, one of the creative directors of IKEA, they led the collaboration from the beginning. It was Tom's idea, in the initial phase, to invite some of IKEA's newest talents to sit in the past with the present around the same table. During the process, Tom and Jutta continued to lead with us three (Hanna Dalrot, Ida Pettersoon and me) in the process and we have met many times in the Älmhult office to share, discuss and develop from a large base of materials ( from the old prints of the 70 of the original members, to the new creations), giving our fresh approach to his legacy to design the final collection. It has been a team effort throughout the process!

What is your favorite piece of the collection? Do you think any of them will go to the permanent Ikea catalog?

I like the two updated covers created in this collection for the iconic KLIPPAN sofa. Both are a fresh and bold packaging for this classic. It is a key piece in all the collaboration between IKEA and 10-Gruppen. All the prints in the collection are bold and with a lot of contrast, charming and timeless.

Advertising - Keep reading below Unity is strength

The legendary group of Scandinavian designers Group of 10 has collaborated with Ikea in the creation of its latest limited edition collection, for sale in its stores from May.

Good specimens

This collaboration has resulted in 14 pieces composed of home textiles, seats, utensils and stationery.

Be very graphic

The collective's work was a revolution in Scandinavian graphic design in the 70s and since then they have not stopped innovating.

A long story

"The Group of 10 represents the best in the history of Scandinavian design, democratic design, aesthetic innovation and an incredible taste for the choice of materials." Says Marcus Engman, chief designer of Ikea Sweden.

A long story

The Group of 10 had already collaborated with Ikea in the past. In fact, some of the prints start from those already created by the designers and one of them, Dungeon, created by Carl Johan De Geer in 1960; It has recovered. "She was too daring for her time," they explain from Ikea.

Ode to color

Three groups of colors predominate in the collection: emerald green and ultramarine blue, lemon yellow and black and white elements.

Together and scrambled

"Although each creation is different and carries a great personality in itself, they fit and combine perfectly and give rise to a collection where these individualities become much more powerful," explains Tom Hedqvist, co-founder of Group of 10 and creative coordinator of AVSIKTLIG.

At bay

Stripes and geometric shapes are constant in the collection. “Most people love stripes. They never bother and adapt to all needs, ”explains designer Tom Hedqvist.

Natural evolution

Birgitta Hahn designed one of the classic models of the Group of 10, the model Jamaica, in 1978, during a hot and sunny day on one of the islands of the Stockholm archipelago. For AVSIKLIG he has made an adaptation of the original that he has applied to fabrics, dishes and trays.

Ikea AVSIKTLIG Collection

Three designers from Ikea have had the opportunity to work side by side with the collective. “The Group of 10 has always been one of my main influences. I love your design and style. He is brave, colorful and plays with geometry at its best, ”says Ida Pettersson, one of them.

The chosen ones

Some pieces, such as the sofa cover, curtains or dishes, will remain in stores until the end of the year.

Ikea AVSIKTLIG Collection

100% cotton cushion (€ 3.99).

Ikea AVSIKTLIG Collection

100% cotton cushion (€ 3.99).

Ikea AVSIKTLIG Collection

100% cotton cushion (€ 3.99).

Ikea AVSIKTLIG Collection

Cotton cover for 2-seater sofa (€ 60)

Ikea AVSIKTLIG Collection

Lacquered rattan armchair (€ 69 / unit).

Ikea AVSIKTLIG Collection

Seat cushion (€ 12.99).

Ikea AVSIKTLIG Collection

Carpet with short hair (€ 39.99).

Ikea AVSIKTLIG Collection

Notebooks (€ 1.5).

Ikea AVSIKTLIG Collection

Porcelain bowl (€ 3.99).

Ikea AVSIKTLIG Collection

Deep porcelain plate (€ 1.99).

Ikea AVSIKTLIG Collection

Tray (€ 6.99).

Ikea AVSIKTLIG Collection

Cloth bags (€ 2.99 / unit).

Ikea AVSIKTLIG Collection

Placemat (€ 0.79).

Ikea AVSIKTLIG Collection

Trays (€ 2.50 / unit)).

Ikea AVSIKTLIG Collection

Trays (€ 8.50 / unit).

Ikea AVSIKTLIG Collection

Bedspread (€ 9.99).

Ikea AVSIKTLIG Collection

Cushion cover (€ 3.99).

Ikea AVSIKTLIG Collection

Cushion (€ 12.99).

Ikea AVSIKTLIG Collection

Wall hook (€ 2.99 / unit).

Ikea AVSIKTLIG Collection

Set of 3 boxes with lid (€ 8.50).

Ikea AVSIKTLIG Collection

Duvet cover (€ 14.99 / unit).

Ikea AVSIKTLIG Collection

Duvet cover (€ 14.99).

Ikea AVSIKTLIG Collection

Curtains (€ 29.99).

Ikea AVSIKTLIG Collection

Towel (€ 17.99).

Ikea AVSIKTLIG Collection

Book 10-Gruppen Stamping and people (11,99€).

Ikea AVSIKTLIG Collection

Pre-cut fabric (€ 9.99 / unit).

Ikea AVSIKTLIG Collection

Pre-cut fabric (€ 9.99 / unit).

Ikea AVSIKTLIG Collection

Pre-cut fabric (€ 9.99 / unit).

Ikea AVSIKTLIG Collection

Pre-cut fabric (€ 9.99 / unit).