STOCKHOLM, May 20 — Swedish furniture giant Ikea is paying homage to the work of the Swedish design collective 10-gruppen, who challenged the aesthetic ideals of the 1970s with their brightly colored patterns and innovative shapes. The resulting AVSIKTLIG collection brings a series of loud and lively patterns to bed linen, rugs, crockery, cushions and fabrics.
Known internationally as “Ten Swedish Designers,” the 10-gruppen collective started life in the 1970s. As part of a wider anti-establishment current at the time, the collective challenged the aesthetic ideals of the day with their bold and playful patterns, giving center stage to color, loud motifs, spots, stripes and more, challenging what was considered “good taste.”
One of the collective’s most widely known patterns its Djungel by Carl Johan De Geer, featuring two palm trees next to stars and the moon.
“10-gruppen represents the very best of Scandinavian design history—democratic ideals, aesthetic innovation and an unbeatable feeling for materials. Their design style has not aged a second; it’s youthful, radical and as bold today as it was in the 1970s,” explains Marcus Engman, design manager, Ikea of Sweden.
Although the 10-gruppen collective wound down in 2015, the movement’s work has been revived and celebrated through Ikea’s AVSIKTLIG collection. This features reissued prints in new colors, with original motifs created by the collective plus new creations by IKEA designers.
Design fans will find Djungel by Carl Johan De Geer, Jazz by Britt-Marie Christoffersson and Kuba by Inez Svensson in the collection. As for the new Ikea creations, 10-gruppen designer Tom Hedqvist said: “I wanted to create a ‘classic’ 10-gruppen collection, featuring patterns people recognize as well as new favorites. The collection comprises three color groups: emerald green, ultramarine blue and lemon yellow with black and white elements.”
The 14 patterns can be found on crockery, bed linen, stationery, bath towels and fabrics. — AFP-Relaxnews