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.
Image Credit: IKEA, Dmitry Ageev, Bara Prasilova,
Photo Credits: designboom, hasselblad