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IKEA x ‘Hasselblad Masters’ Debut Exclusive Award-Winning Photo Collection
By Yoon Sann Wong, 14 Feb 2018
Image by Dmitry Ageev via IKEA Today
Continuing its limited edition run of fine art photo collections that began in March 2016, IKEA teams up with one of the world’s most prestigious camera brands known for its digital medium format cameras and lenses: Hasselblad.
The ‘NORRHASSEL’ collection comprises eight exclusive images captured by seven professional photographers who have been awarded the coveted ‘Hasselblad Master’ title. The lineup includes Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones, and Joachim Schmeisser.
According to IKEA’s ‘Life at Home’ research, more people are prioritizing the appreciation of emotional aspects offered by objects over practical benefits.
“Photography is a vital way to express yourself and showcase the world from your perspective. In this day and age with social media, this form of expression and art has become even more popular, creating a whole new group of everyday photographers. With this collection of images, both IKEA and Hasselblad aim to inspire people to continue capturing the world while offering stunning photographs to those looking to make their home unique,” explains Marcus Engman, Head of Design at IKEA, inside a press release.
“We want to share our love and passion of photography with the world and give a wider audience the chance to discover new art created by Hasselblad Photographers. This collaboration is a way to inspire people by bringing world-class photography into their every-day life. Each image was hand selected for its beauty, composition, and aesthetics so that they add a level of emotion to your home,” adds Bronius Rudnickas, Marketing Manager at Hasselblad.
The ‘NORRHASSEL’ series, consisting nature and portrait photos from the ‘Hasselblad Masters Award’ catalog, will launch in IKEA come August 2018.
‘Alice’. Image by Lars van de Goor via IKEA Today
‘Glocious Gulls and Waterfront’. Image via IKEA Today
‘Café’. Image via IKEA Today
‘Windsock’. Image via IKEA Today
‘Evoke’. Image via IKEA Today
‘Tsavo’. Image via IKEA Today
[via Hasselblad, images by various photographers via IKEA Today]
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