IKEA Catalog 2017 Launch

Yesterday I was one of the lucky ones to visit the launch of the IKEA Catalog 2017. The location, very close to my home, was in the middle of a big cornfield, very inspiring! The IKEA team did an awesome job creating an amazing presentation with delicious food, exciting new collections and collaborations, good company and a nice goodiebag! I had a great afternoon despite the typical Dutch weather, it was quite an experience! The overal theme of the catalog for 2017 is living in and around the kitchen. Food itself is & will be an important factor for IKEA as well, they already started working on some changes offering healthy food in their restaurants and shops & will continue with this process in the future. During lunch, a couple of new dishes were presented to us so we got the chance to taste it right away! The cornfield was a perfect location for this theme because this is the starting point for the food chain.

Limited collection JASSA

Together with the design team of IKEA, Dutch designer Piet Hein Eek developed a limited collection with beautiful rattan pieces. These pieces are made in the traditional way to keep this craftsmanship alive which was very important to IKEA. As you can see, there will be some colourful prints and textiles in this collection as well, I love it!

A lot of new kitchen designs and kitchen utilities were shown at the presentation focussing on a healthier and more comfortable living. We were surrounded by greens everywhere!

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IKEA PS 2017 Collection

For the new PS Collection, IKEA worked among others, together with the Eindhoven based design duo Truly Truly. They designed this innovative chair that you can combine with all kinds of cushions. I really like this version with the fresh blue printed ones! The PS 2017 Collection contains vibrant colours and modern shapes & materials. What’s not to like?!

As you can see there’s a lot to look forward to… Between the 16th & 27th of August, the IKEA Catalog 2017 will fall on millions of Dutch doormats. For the first time this catalog will be more like a magazine with interesting stories from real people. IKEA wants to encourage people to be happy with themselves, to do what feels good for them & not get caught up with the high expectations of this current society. I couldn’t agree more!

Photography: Marij Hessel