Last fall I was lucky enough to visit IKEA’s global HQ in Småland, Sweden and go behind the scenes of the IKEA catalogue. Ever since that visit I’ve been fascinated with how the brand styles and shoots their lifestyle imagery. I try and spot the studio areas I visited to see if I might have stood where the shot is or see if I can work out how they pulled a shot together. The truth is, I’m beaten every time because the team create the most inspiring scenes that strike just the right balance between aspirational and achievable. This story is a nod to the company’s Swedish roots, particularly to the province of Småland which is where IKEA started. (You can check out a bunch of interesting stats in this IKEA infographic I made after my visit!). As part of the transition into fall and to prepare for the icy Swedish winter in the countryside, Smålanders would get together to preserve their harvest right at the end of the summer. This has totally inspired me to attempt to can and preserve some locally grown ingredients of my own – it would be a really rewarding weekend activity, don’t you think? Do you have any fun plans, friends? Have a brilliant and colourful one!
// Photography by IKEA