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Ikea partners with Hasselblad to offer more “inspiring” prints for its frames

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Traditionally, art bought from Ikea tended to sit at the bottom end of the creative scale, but the furniture company is looking to improve that reputation with its Hasselblad collaboration. In tune with recent efforts to work with external creative partners (such as the recently released Tom Dixon range), Ikea and the camera brand have released a collection of eight prints featuring pieces from the Hasselblad Masters Award collection, by seven respected photographers.

It follows last year’s series of illustration prints, featuring original works by Jean Jullien and 11 other artists, which sold for £10 each.

The so-called Norhassel Hasselblad series features landscapes and portraits by Dmitry Ageev, Tom D. Jones, Lars van de Goor, Bára Prášilová, Ali Rajabi, Hans Strand and Joachim Schmeisser. These will be in store from August.

Marcus Engman, head of design for Ikea, said in a statement: “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.”

A representative from Hasselblad commented that the brand wanted to offer the work of these photographers to a wider audience, and bring “world-class photography into their everyday life”.

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Ikea and Hasselblad: Norhassel

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Ikea and Hasselblad: Norhassel

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Ikea and Hasselblad: Norhassel

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Ikea and Hasselblad: Norhassel

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Ikea and Hasselblad: Norhassel

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Ikea and Hasselblad: Norhassel

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Ikea and Hasselblad: Norhassel