IKEA launches Made in India collection, AROMATISK: Celebrating festive season and togetherness
Hyderabad: IKEA, the Swedish home furnishing company today unveiled a festive collection named AROMATISK, which in Swedish means a smell of celebrations and togetherness. It marks the celebration of design aesthetics from both countries and is designed & developed by two young designers from India and Sweden.
The collection has a rich feel and focuses on essential design with meaning and aims to make people want to come together and celebrate, share sweets, and have a good time during festivities. It is a colorful blend of textiles and decorations with a modern Scandinavian expression inspired by Indian folklore. The collection is ideal for everyone who wants to spend quality time with their loved ones and celebrate upcoming festivals within their homes, without losing the charm of festivities.
Talking about the collection, Kavitha Rao, Country Commercial Manager, IKEA India said, “Festival season is just around the corner and so is the time for family, extended family, and friends to come together. This made in India collection is perfect for creating a festive space for dining and socializing. Grounded in folklore aesthetics, AROMATISK consists of colorful and playful textile patterns and decorations packed with functionality in different colors, shapes, and sizes. The vibrant cushion covers, tealights and other décor items can brighten up your favorite corners and make your house ready for festivities, as the many people continue to celebrate in their homes.”
The inception of this collection came about when IKEA put two in-house designers – Akanksha Sharma and Paulin Machado – together, who in turn worked on building a single collection that represented true collaboration between the two textile-loving countries. Traditional signs, letters and alphabets sparked a dialogue between the designers enabling deeper understanding of on one another’s culture.
The two designers got inspired by the houses and the colorful neighborhoods in India and the beautiful art one sees outside these Indian homes which is hand painted, folkloristic, playful and have a detailed way of storytelling. The whole collection is a like a big patchwork where each element has a unique story but also looks cohesive and works harmoniously when put together.
AROMATISK would be available across IKEA stores, online and mobile app from September 2021. The collection will range from lanterns, cushion covers, curtains, décor objects to bed sheets, tea light holders, cake stands, and much more.