GM MARKETING, COMMUNICATIONS & INTERIOR DESIGN At IKEA TELLS Us ABOUT this YEAR’S CATALOGUE LAUNCH
What are the key home styling trends we can expect to see over the coming year?
Sustainable products will play a key role this year, and it’s obvious that an increasing number of people are choosing to decorate their homes consciously, keeping the environment in mind. We also will see a revival of classical trends with minimalism approaches, opted for those who want to surround themselves with more modest options. The uncluttered living, things we don’t need, we will not keep due space limitations in our homes. Next year it will be all about color, color, and even more color. Warm and earthy colors such as burgundy red, turmeric & mustard yellow and papaya orange made their loud presence felt amidst calmer tones of millennial pink, sage, celery & avocado green, blue.
Of the seven homes you profile in the catalogue, one is entirely dedicated to eco-friendly choices. How does IKEA contribute to sustainable living?
At IKEA we always think long term – to be able to meet the needs of people today without compromising the needs of future generations. We are prepared to lead the way forward and use our size to make a positive difference. The more people we reach the bigger the impact we can have together, and the more people we can enable to live a better everyday life. IKEA releases a yearly report with its aims and implementations regarding sustainability, detailed on what we wish to achieve and how we can contribute to preserving the planet. We take this matter very seriously in our products, both furniture articles and the food offered and sold in our stores.
You have implemented a wonderful social responsibility programme with female Jordanian refugees this year. Can you tell us about this initiative?
In 2013, we began forming long-term partnerships with social enterprises around the world, supporting them in their effort to provide jobs for people in vulnerable communities. We partnered with the non-profit Jordan River Foundation, which provides jobs for both refugees and Jordanian women in need of work. The project allows us to collaborate with women artisans, locals alongside the refugees, to create the handcrafted TILLTALANDE collection. It is based on traditional arts which have been passed down through generations, now made into beautiful products that enhance modern homes.