IKEA teams up with Hasselblad and launches a collection of masters of photography

Cafe. IKEA teams up with Hasselblad and launches a collection of masters of photography
12/02/2018
IKEA teams up with Hasselblad and launches a collection of masters of photography
Madrid Design Festival [MAD] Spain
metalocus, INÉS LALUETA
Cafe. IKEA teams up with Hasselblad and launches a collection of masters of photography
IKEA has set out on a journey to democratize art and make it available to everyone. In collaboration with Hasselblad and seven professional photographers, IKEA has explored the art of photography, resulting in a selection of pictures from the Hasselblad Master Award extensive catalogue.
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.

“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 ev...read more
Cafe. Ali Rajabi. Hasselblad Master 2016Landscape by Lars van de Goor. Hasselblad Master 2016 A misty view by Lars van de Goor. Hasselblad Master 2016 Photo by Dmitry Ageev. Hasselblad Master 2014Evoke by Hans Strand. Hasselblad Master 2008Glocious gulls and waterfront by Hans Strand. Hasselblad Master 2008Windsock by Bara Prasilova. Hasselblad Master 2014