CARLA KLUMPENAAR

GM MAR­KET­ING, COM­MU­NI­CA­TIONS & IN­TE­RIOR DE­SIGN At IKEA TELLS Us ABOUT this YEAR’S CAT­A­LOGUE LAUNCH

Good (UAE) - - SHOP OF THE MONTH -

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.

Newspapers in English

Newspapers from UAE

© PressReader. All rights reserved.