sjÄlvstÄndig - m.ikea.com€¦ · not another copycat, please globalization. the more the world...

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SJÄLVSTÄNDIGLIMITED EDITION COLLECTION

OCTOBER 2018

© Inter IKEA Systems B.V. 2018 www.IKEA.ca

http://www.ikea.com/ca

SJÄLVSTÄNDIG collection / IKEA press kit / 1

|självständig|independent|ІndІ’pεnd(ə)nt| adjective

free from outside control; not subject to another’s authority capable of thinking or acting for oneself not influenced by others not connected with another or with each other; separate

© Inter IKEA Systems B.V. 2018

Not another copycat, please

Globalization. The more the world starts looking the same, the more we want to separate ourselves from what’s considered mainstream. But it’s not all that easy setting oneself apart. How can you claim what’s truly yours in a world that is saturated with numbers of likes and followers? The question inspired a small collection with big ideas.

SJÄLVSTÄNDIG collection / IKEA press kit / 2© Inter IKEA Systems B.V. 2018

PH155016

SJÄLVSTÄNDIGcushion

$24.99

Meet SJÄLVSTÄNDIG. It’s not for everyone. It’s not meant to blend in. It’s not mainstream, and it’s definitely not shy.

So, what is it? It’s whatever. SJÄLVSTÄNDIG collection / IKEA press kit / 3© Inter IKEA Systems B.V. 2018

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The collection with a voice of its own

Coming October 2018, SJÄLVSTÄNDIG limited edition collection consists of products that liberate you from conventions at home. Originally inspired by “hacking” and DIY movements, the products have been designed and produced with the intention of you making them your own.

“We really dug into the topic of creativity and started looking at what it means to be rebellious and independent with products and home furnishing?” IKEA Creative Leader, Maria O’Brian explains.

The design team’s digging resulted in a collection with quite loud aesthetics, bold colours and patterns; like the metal chair in a hot salmon pink and the sunny yellow cone-shaped pillow. “We also explored how we might be able to enable people to modify, play with, and build upon what we’ve made,” Maria smiles. Their curiosities took shape into products like the modular carpet and buildable furniture legs.


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So, what’s the deal? Do pillows only belong in sofas and chairs? What if plain tape turns into your very own art installation? Who says that a carpet has to be geometric? The SJÄLVSTÄNDIG collection prompts you to ask and to dare, to try something new and to ignore the beaten path. In other words; it’s a collection that can be whatever you want it to be.


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PH155012

SJÄLVSTÄNDIGfloor cushion

$19.99


PH154998

SJÄLVSTÄNDIGcushion cover

$19.99

We call it: carpet diem By pushing production boundaries, the team also introduced a few new product functions, the modular carpet one of them. “It’s a first for IKEA, and to be honest, I haven’t really seen it around either,” Maria says. Opening up new ways in which you can personalise your home, the carpets are cut in geometric shapes, combining both colours and patterns. Thanks to the hook and loop fasteners you can be free to mix and match, create unusual shapes or simply go for something more traditional – it’s whatever you want.


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SJÄLVSTÄNDIGrug, low pile, lilac

$69.99

SJÄLVSTÄNDIGrug, low pile, yellow

$89.99


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SJÄLVSTÄNDIGrug, low pile

$79.99

SJÄLVSTÄNDIG is a way of expressing your identity in a home context. It’s about showing off your personality; that you’re not bought. I think it’s kind of what you strive for in life and in work. You typically don’t strive to be a copycat.

- Maria O’Brian, IKEA Creative Leader


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SJÄLVSTÄNDIGroll of tape

$6.99


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SJÄLVSTÄNDIGcushion cover, yellow

$4.99SJÄLVSTÄNDIGcushion cover, lilac

$4.99

SJÄLVSTÄNDIGcushion cover, triple lilac pink

$19.99

The not so ordinary vaseCan something mass-produced still be personal? The design team decided to push boundaries on the factory floor by asking the workers to squeeze a SJÄLVSTÄNDIG vase.

“I am so happy we managed to make a product that gives a voice to the co-workers on the factory floor. These are the ones creating with us, and now they’ve made their mark on the products as well,” IKEA Designer, Hanna-Kaarina Heikkilä says. “It’s important for us to highlight that these are people, not machines, and I like the idea of their fingerprints sort of being all around the world,” Creative Leader, Maria explains.

Find a unique handprint and signature – a simple Chinese character – on each SJÄLVSTÄNDIG ceramic vase.



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SJÄLVSTÄNDIGvase, Ø11, H28cm

$19.99


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SJÄLVSTÄNDIGstool, in/outdoor

$39.99/each

They have this building-block quality, where they work really well on their own, but they can also in a simple way become something really abstract and crazy.

- Maria O’Brian, IKEA Creative Leader


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SJÄLVSTÄNDIGchair, in/outdoor

$79.99/each


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SJÄLVSTÄNDIGbowl

$24.99/each


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Tiny, bold characters Paint them. Rearrange them. Make them longer or, keep them short and simple. The SJÄLVSTÄNDIG legs, made out of untreated beech, allow you to configure them however you like. “The legs are interesting, like little, bold characters standing out from the crowd. They give people the freedom to play around with furniture at home,” IKEA Designer, Hanna-Kaarina says.


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SJÄLVSTÄNDIGleg

$25/2 pack

#itswhatever #SJALVSTANDIG


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SJÄLVSTÄNDIGtray

$9.99

A modular carpet, pillows with buttons and imperfectly mass-produced vases. This pretty much sums up the quirky collection of SJÄLVSTÄNDIG. Originally inspired by “hacking” and DIY movements, SJÄLVSTÄNDIG is all about breaking home furnishing rules, and setting your independent style free.

IKEA is always looking for new ways of doing things, and the SJÄLVSTÄNDIG limited edition collection is no exception to the approach. “The assignment was something like, ‘IKEA for the creative, what would that be?’” first time Creative Leader, Maria O’Brian says.

Making things personal

Exploring the realm of “hacking” and DIY, Maria and the team focused on how to design “unfinished” products that would allow people to modify them. “We have a lot of research in IKEA showing that people want the option to personalize items,”

Maria explains. But why? It turns out, personalization is not only about wanting to separate ourselves from the crowd, it’s also about bonding with the things we cherish the most. Upon altering our belongings to suit our style preferences, we’re actually building a closer relationship with those items. It’s all about sharing more of who you are through the tweaking and customising of products. A collection that speaks for itself

Quite surprised and proud, they found that a lot of their early ideas remained throughout the production and final results; a collection with a bold expression, colourful aesthetics and a building-block quality, unlike anything IKEA has done before. SJÄLVSTÄNDIG touches upon themes of liberation, rebelliousness and creativity. Thus, the name, SJÄLVSTÄNDIG, felt like an obvious one as it translates into ‘independent’.


Express yourself with SJÄLVSTÄNDIG


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SJÄLVSTÄNDIGcushion cover

$4.99/each

“I think it’s such a good opportunity to heighten a theme through the name. Independence is something that sets you free and has a confidence to it – we wanted this to be the aesthetics of the collection,” Maria smiles. “The colours, patterns and products are very proud and quite different from what we are used to. It’s a collection with its own voice,” IKEA Designer, Hanna-Kaarina says. The collection introduces a few new functions for IKEA, like a modular carpet that, thanks to the hook and loop fasteners, let’s you create your own configuration, and customizable legs, allowing you to build your own height for that special cabinet or armchair. “The other obvious one is the vase,” Maria says. Each SJÄLVSTÄNDIG vase has been squeezed and signed by a crafts-person in the factory. Hanna-Kaarina adds, “We did a lot of development on the factory floor directly with the ceramic supplier. It was interesting to get so close to the manufacturing, and to work together with the co-workers – lovely people.”

Sorry, no room for divas here

New processes typically turn out to be challenging, but at the same time very rewarding once everyone gets on board. And, with every new challenge, there’s something new to be learnt. “As this is my first time as a Creative Leader, there are like a million learnings all throughout – and it doesn’t only deal with production. But a main learning for me was seeing how all parts of the team have a big role to play. It’s really a true team effort – there’s no lone designer or creative genius; so much is done in collaboration and in dialogue. It’s kind of impossible to be a diva. You have to collaborate or else you’re not getting anywhere,” Maria states. The SJÄLVSTÄNDIG collection will be available in IKEA stores October this year. And, if there’s one thing Creative Leader, Maria would like you to remember, it’s to dare to play and be rebellious with the collection: “Go crazy, express yourself.”


Maria O’Brian IKEA Creative Leader

Hanna-Kaarina Heikkilä IKEA Designer

PE677234

SJÄLVSTÄNDIG bowl $24.99

Earthenware. Designer: Hanna-Kaarina Heikkilä. L29×W21, H13cm. Black

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SJÄLVSTÄNDIG bowl $24.99

Earthenware. Designer: Hanna-Kaarina Heikkilä. L23×W14, H22cm. Black

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SJÄLVSTÄNDIG cushion $24.99

Cover: 100% cotton. Designer: Hanna-Kaarina Heikkilä. L40×W80cm. Yellow

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SJÄLVSTÄNDIG cushion cover $4.99

The cushion cover has different patterns on both sides, so you can change the look based on your mood. 100% cotton. Designer: Hanna-Kaarina Heikkilä. L50× W50cm. Lilac

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The cushion cover has different patterns on both sides, so you can change the look based on your mood. 100% cotton. Designer: Hanna-Kaarina Heikkilä. L50× W50cm. Yellow

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The cushion cover has different patterns on both sides, so you can change the look based on your mood. 100% cotton. Designer: H-K Heikkilä/I Vuorivirta. L65×W195cm. Lilac

PE677242

SJÄLVSTÄNDIG floor cushion $19.99

Cover: 100% cotton. Designer: Hanna-Kaarina Heikkilä. L55×W55cm. Dark blue

PE677243

SJÄLVSTÄNDIG floor cushion $19.99

Cover: 100% cotton. Designer: Hanna-Kaarina Heikkilä. L55×W55cm. Pink

PE677240

SJÄLVSTÄNDIG lamp shade $9.99

Rice paper. Designer: Hanna-Kaarina Heikkilä. Ø26, H45cm. Pink

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SJÄLVSTÄNDIG lamp shade $14.99

Rice paper. Designer: Hanna-Kaarina Heikkilä. Ø70cm. White

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SJÄLVSTÄNDIG leg $25/2 pack.

Solid beech. Designer: Charlie Styrbjörn. H7–15cm.

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SJÄLVSTÄNDIG paper napkin $3.99/30 pack.

Paper. Designer: Hanna-Kaarina Heikkilä. L33×W33cm. Pink

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SJÄLVSTÄNDIG full(double)/queen duvet cover set $39.99

100% cotton. Designer: Hanna-Kaarina Heikkilä. Quilt cover W150×L200cm. Pillowcase L50×W60cm. Pink

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SJÄLVSTÄNDIG roll of tape $6.99/2 pack.

Paper. Designer: Hanna-Kaarina Heikkilä. W75mm, L5m. Assorted patterns yellow/pink

PE677256

SJÄLVSTÄNDIG roll of tape $6.99/1 pack.

Paper. Designer: Hanna-Kaarina Heikkilä. W75mm, L5m. Green/pink

PE677249

SJÄLVSTÄNDIG room divider, in/outdoor $49.99

Powder coated steel. Designer: J Booy/K Booy. W161×H160cm. Black

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SJÄLVSTÄNDIG rug, low pile $49.99

100% nylon. Designer: Hanna-Kaarina Heikkilä. W133×L195cm. Lilac

PE685986


100% polyester. Designer: Hanna-Kaarina Heikkilä. W148×L148cm. Lilac/dark blue

PE685985


100% polyester. Designer: Hanna-Kaarina Heikkilä. W148×L191cm. Green/lilac

PE685987


100% polyester. Designer: Hanna-Kaarina Heikkilä. W148×L259cm. Yellow


Products and product info


PE677232

SJÄLVSTÄNDIG chair, in/outdoor $79.99

Powder coated steel. Designer: Nicholai Wiig Hansen. W57×D59, H71cm. Pink

PE677250

SJÄLVSTÄNDIG stool, in/outdoor $39.99

Powder coated steel. Designer: Nicholai Wiig Hansen. L35×W35, H42cm. Black

PE677257

SJÄLVSTÄNDIG stool, in/outdoor $39.99

Powder coated steel. Designer: Nicholai Wiig Hansen. L35×W35, H42cm. Pink

PE677248

SJÄLVSTÄNDIG table, in/outdoor $69.99

Powder coated steel. Designer: Nicholai Wiig Hansen. L51×W51, H42cm. Black

PE677251

SJÄLVSTÄNDIG table, in/outdoor $69.99

Powder coated steel. Designer: Nicholai Wiig Hansen. L51×W51, H42cm. Pink

PE677252

SJÄLVSTÄNDIG tray $9.99

High-pressure laminate. Designer: Hanna-Kaarina Heikkilä. Ø32cm. Lilac

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SJÄLVSTÄNDIG vase $14.99

Stoneware. Designer: Hanna-Kaarina Heikkilä. Ø13, H21cm. Natural

PE677245

SJÄLVSTÄNDIG vase $19.99

Stoneware. Designer: Hanna-Kaarina Heikkilä. Ø11, H28cm. Natural

PE677231

SJÄLVSTÄNDIG chair, in/outdoor $79.99

Powder coated steel. Designer: Nicholai Wiig Hansen. W57×D59, H71cm. Black


Products and product info



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Media contacts:

Maja Boricevic Communications Specialist IKEA [email protected]

Kristin Newbigging Public Relations Manager IKEA [email protected]

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sjÄlvstÄndig - m.ikea.com€¦ · not another copycat, please globalization. the more the world...

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