Swedish House Mafia and IKEA Unveil Product Line at Hollywood Launch


The Swedes took over Hollywood Wednesday evening when IKEA previewed Obegränsad, a limited-edition assortment created in collaboration with the high-profile digital dance music trio Swedish House Mafia. The launch passed off at Goya Studios, full with IKEA’s signature meals and customized cocktails. The 20-plus items of the gathering have been on tactile show, accessible for touching, taking part in and sitting on for the youthful crowd of trade people, together with fellow digital celebrity Madeon, actor Ian Mellencamp and a cross-section of influencers.

This assembly of Swedish titans is a pure one which has been within the making for the reason that faculty days of Swedish House Mafia members Sebastian Ingrosso, Axwell and Steve Angello, the final two of whom have been current at the Hollywood occasion. During a Q&A, Angello commented, “Growing up, we used to hack IKEA’s furniture all the time.”

He continued, “We approached them about doing something that would cater to our younger selves. Something that we would be able to put out to the public that was affordable, functional and just a great product.”

“I feel like every second person I meet expresses themselves in one way or another, music, or just creating, on their laptops,” Axwell mentioned. “With this collection, we aim to facilitate a little bit of that, making it a little bit easier and accessible for them to make music in their homes.”

The gadgets within the assortment, which launches in October, are geared towards music. (Ironically, given the limited-edition billing, Obergräsad is the phrase for “unlimited” in Swedish.) Geared towards each creators and customers, the road presents merchandise from studio desks to shelving items and stands for data, audio system, tablets and laptops. The choices embrace an armchair, report and laptop computer baggage, a crafty equipment bag, a spread of lighting choices, a clock, a rug and slippers … and, maybe inevitably, a report participant.

Swedish House Mafia, Ikea-Mosphere

David Vassalli/BFA.com

The Obergräsad all-black assortment faucets into IKEA’s clear and easy traces. Spare and geometric, it makes use of IKEA’s basic designs for desks and shelving as a jumping-off level. Where it faucets into Swedish House Mafia’s sensibilities is in how the fundamentals are modified — for instance, raised stands constructed into the desk for audio system. Similarly, the shelving items’ peak is that which might be present in a DJ sales space, with quick access to vinyl. The decks setup brings the membership to the house with its practicality, which permits for simple manipulation of the gear, as was witnessed with the night’s DJ, Bayli.

The stars of the Obergräsad assortment are its equipment. The plush cuddly throw, squishy cushion cowl, space rug and slippers are so wealthy, they’ve a sheen to them. The trendy lights have a heat glow designed to nourish creativity, a pointy distinction to the tough glare of labor lights. The crown jewel, nonetheless, needs to be the long-lasting report participant. A novel design that has the report sitting on a thick slab that juts out from the bottom of the participant, the genius lies in its minimalism, at a aggressive value level.

“We wanted to make a music environment, really put music center stage and show off equipment and music,” mentioned Angello. “Our love for the physical and the craft of making music and vinyl and growing up with that played a big part in our lives. It’s a beautiful thing to value something and we wanted to give that opportunity to everybody.”

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