IKEA and hasselblad have partnered to offer consumers an art collection with photos that were captured by professional photographers using the Swedish camera brand's equipment.
The collection, entitled ‘NORRHASSEL’ aims to "enlarge great art’s ability to be a great catalyst for human emotions," and hopes to highlight the importance of having art around one's home. Additionally, the collection reflects the Millennial's effort for incorporating more emotional items and products into their living spaces. The main intention of this collection is to make fine art more accessible to the masses, through enabling it to be easily integrated into the home's interior.
IKEA announced this collection was announced during Madrid Design festival 2018.
Mass Produced Art Collections
IKEA and Hasselblad Partnered to Make Fine Art More Accessible
Trend Themes
1. Affordable Fine Art - More companies partner to offer collaborations like IKEA and Hasselblad's to make fine art more accessible to a wider range of consumers.
2. Incorporating Art in Interior Design - As younger generations continue to prioritize personalization and emotional connection in their living spaces, incorporating art as a part of interior design becomes a growing trend.
3. Professional Photography Partnerships - Fine art collections created in partnership with professional photographers using high-quality equipment become increasingly popular as consumers look for unique and high-value art pieces.
Industry Implications
1. Home Decor - Companies that offer a variety of art collections like IKEA are well-positioned to capture consumers looking for affordable, trendy home decor options.
2. Fine Art - As partnerships between fine art and photography continue to gain popularity, the fine art industry benefits from an expanded consumer base.
3. Photography Equipment - Professional photography equipment companies like Hasselblad can benefit from collaborations with retail brands, allowing them to reach a wider audience and differentiate themselves from competitors.