The showrooms of the Swedish home furnishings store IKEA are home to a frenzy of activity, with families trying out sofas and beds, and every room so perfectly decorated that it's easy to forget you're not actually in a real kitchen or living room -- which is exactly what 'Happy Inside' by Amy Lombard captures.
The New York-based photographer began the photo project after visiting an IKEA in Brooklyn, and became interested in what she describes, "someone else’s idea of a staged reality." The incredibly detailed and constructed environments found in the store allow for shoppers to interact with the products in such a familiar way that when viewing Lombard's photos, one could easily mistake these for family photos -- save for the red price tags hanging from each item.
Photographing the IKEA shoppers in such a candid manner, Lombard perfectly captures both the eerie effect of simulated reality, and the odd experience of seeing humans adapt so quickly to artificial environments. Happy Inside by Amy Lombard is set to be released as a photo book in April 2012, with funding raised through Kickstarter.
Eerie Artificial Family Photos
'Happy Inside' by Amy Lombard Captures Personal Moments at IKEA
Trend Themes
1. Simulated Reality - The trend of creating artificial environments that mimic real-life settings presents opportunities for companies to develop immersive experiences and products.
2. Candid Photography - The trend of capturing authentic moments in everyday settings opens up possibilities for brands to create more relatable and genuine advertising campaigns.
3. Staged Reality - The trend of constructing highly detailed environments for retail spaces offers potential for businesses to create unique shopping experiences and showcase their products in a visually appealing way.
Industry Implications
1. Home Furnishings - The home furnishings industry can explore the use of simulated reality to allow customers to visualize how furniture and decor items would look in their own homes.
2. Photography - The photography industry can embrace the candid photography trend to capture authentic moments that resonate with customers and differentiate their services.
3. Retail - The retail industry can leverage the concept of staged reality to create immersive shopping experiences that engage customers and drive sales.