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ASB MAGAZINE: IKEA and World Surf League revealed a first glimpse of the new collection by Rob Machado and Kassia Meador called ‘KÅSEBERGA’ . In partnership with World Surf League (WSL), IKEA has been exploring how to meet the home furnishing and lifestyle needs of active, on the go-ers in the surfing community, and how to bring those learnings to the many people. A first reveal of the collection is made during a talk at the new IKEA Festival, showcasing how form and function are important enablers for a better life at home, on the go, and for a cleaner planet.

 

Since 2019, IKEA has partnered with the leading sports organization for surfers, World Surf League to develop a new collection inspired by a lifestyle that is close to the ocean, conscious of the planet, and active in its form. The collection, which will be sold in stores globally from April 2022, features a range of practical and beautifully designed products indented both for the home, the beach, or wherever life takes them.

 

“We are really proud and excited by the progress and the great work of the team behind this collaboration. A particular point of pride is how we have managed to gather input for this collection from several hundreds of people involved in the surfing community. We have been really tuned in to their needs in the development of this collection, pushing both form and function while also ensuring the use of more sustainable materials” says James Futcher, Product Design Leader at IKEA of Sweden.

 

The design process and collaboration have revolved around a common set of values around sustainability and to minimize impact on both people and planet. The collection has been developed with a focus on including more renewable materials like wood, and materials from recycled sources such as polyester. In addition, as was revealed during the IKEA Festival, a bag uniquely designed to also function well for beach clean ups will also be included in the collection.

 

“As surfers we are close to the ocean and often see first-hand how pollution and waste are affecting our waterways and oceans. We are stoked now to see the KÅSEBERGA collection coming to life, and that our common strive to make society more sustainable really comes through in many of the new products. It’s exciting that we together are coming up with empowering solutions to be part of the proactive change” says Kassia Meador, part of the WSL and IKEA design team.

 

Featured in the recent IKEA Festival, the following products from the collection were revealed for the first time:

 

• Balance board – Design by M Axelsson/R Machado
• Beach-bag – Design by K Meador/W Braasch
• Glassware – Design by K Meador/W Braasch
The IKEA and WSL design team consist of Kassia Meador, Kim Hogan, Rob Machado, Jason Penning, Daniel Willon from WSL, and Mikael Axelsson, Wiebke Braash and Mehmet Mehmetalioglu, from IKEA. The KÅSEBERGA collection will be available globally from April 2022.
About IKEA:  IKEA offers well-designed, functional and affordable, high-quality home furnishing, produced with care for people and the environment. There are several companies with different owners, working under the IKEA Brand, all sharing the same vision: to create a better everyday life for the many people. IKEA was founded in Sweden in 1943.
VIA PRESS RELEASE