The iconic blue Ikea shopping bag has been redesigned, to the shock and dismay of hardcore fans around the world. Yet the reasoning behind it is quite logical. The bright color has often been associated with cheaper products and the Swedish furniture company is looking to embrace a higher-end vibe. The result? An Ikea shopping bag that is now grey with forest green handles.
Unveiled at the third annual Democratic Design Day media event held at IKEA HQ in Älmhult, Sweden, the new Ikea shopping bag was revamped by Rolf and Mette Hay. In addition to a more luxe perception, the design embraces Scandinavian roots. Marcus Engman, designer manager of IKEA, says, “When we see the world is changing, how people live is changing, how people use products is changing, we have a duty to reinvent our basics. Still with a typical IKEA design sensibility, so that you can see that it is us from the beginning, so you can see that it relates to our Scandinavian heritage, which is part of being IKEA."