Remember last year when I posted about going on an adventure with IKEA? Well, today I’m really excited because I’m blogging the first look at one of the activities I was lucky enough to experience during the trip. Friends, do you care to join me on a behind the scenes tour of the IKEA catalogue? Great: lights, camera, IKEA – let’s go!When you walk into IKEA Communications, which is located in the small town of Älmhult, Sweden, you instantly know where you are: a colourful, double-height wall adorned with head-shots of all the 280 co-workers who work on the catalogue towers above a row of KLIPPAN sofas neatly arranged into mini meeting areas. I was greeted with a friendly welcome from multiple co-workers and after a quick run down of the catalogue’s history I was all set to begin my adventure. I was guided towards two sizeable double doors where security codes were entered and I stepped into the creative heart of IKEA’s visuals.At 8,800 square metres, I was standing inside Europe’s largest photographic studio and it was a hive of activity: Interior designers were busy rearranging room sets or tweaking the styling before a photo shoot began; photographers paused to look through their camera lenses before liaising with the other people on set around big monitors; set builders painted walls and floors; and technicians hurried past with cables and cameras. I was eager to photograph as much as I could but, understandably, we were only allowed to take certain snaps because the team were busy working on the 2014 catalogue. I did, however, get the chance to have a go on set behind one of the cameras – talk about once in a life time opportunity, especially given that the IKEA catalogue is the largest printed media in the World! I was fascinated by the little room set that I shot in because it was tucked away in a far corner of the studio (complete with the co-worker car park outside the window!), yet it still felt like a sanctuary and I genuinely could have moved in! After experiencing what it’s like to shoot on set of the IKEA catalogue, I would could have walked away satisfied with my behind the scenes experience but the excitement wasn’t quite over…After walking around a few corners and ducking under what must have been at least ten metre high drapes of fabric, I walked onto a vast set that had recently been dismantled ready to make way for a new room set. It was only then that the team told me the very spot I was standing has been used to shoot a location in the current catalogue. Yes, that was the point I jumped in the air with excitement. You can see the shot from this room set on page 106-7 in IKEA’s current catalogue.
I have lots more fun to show you from my trip but for now I hope you felt like you were right there with me experiencing the magic of creating the IKEA catalogue.
// Photography by Will Taylor, Clara Molden and IKEA
Will is a self-confessed gentleman hooked-on-hue and his motto is: beige is boring! He works as a freelance author, creative consultant and lifestyle blogger. Will has been blogging about his love of colourful design, fashion and travel since 2009, engaging an army of colour lovers across the world with his quintessential make-you-smile style.