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TOM DIXON RON ARAD IKEA AVANT-GUARD FOR THE MASS? AVANT-GUARD FOR THE MASS? AVANT-GUARD FOR THE MASS?

IKEA DESIGN TEAM

 

Lars Engman, Ikea's Design Director, and his team, visited d-VISION and talked about Ikea's vision "Democratic Design" - a beautiful form, good function, and an affordable price, creating a better everyday life for as many people as possible. Lars Engman also explained how Ikea operates.






"As a designer for IKEA, one has to be innovative and conservative at the same time. In IKEA we change 20% of the product range every year. It is a strategic decision that puts IKEA in a certain position in the market. Designers must show possibilities for the future, because business people always think about growing and growing, but we, as designers, need to have some fun as well, to experiment a bit in order to bring innovation."




"Dealing with different markets in the cultural aspect is easier than one might think. We always start with the human needs. We all need to sit, eat and sleep, the rest is fashion. Although the catalogs are for the global market,  IKEA still has 3% of the collection made specifically for local markets."