Ikea has teamed up with British fashion designer Kit Neale to create a new, bold collection targeted at a group the company describes as “modern nomads living on their own terms.”
Called SPRIDD, the collection features housewares, accessories, and apparel. The company says the aesthetic was influenced by ’60s pop art, ’90s fashion, and modern-day music festivals. The items will be available in US stores starting February 2017.
Ikea doesn’t come right out and say the kitschy collection is geared toward Millennials or Gen Z, but that seems to be the implication.
Check it out below.
SPRIDD is Ikea's latest limited-edition collection. And it's ... something.
"The inspiration is this exploration of youth culture and music," designer Kit Neale said in a video announcing the collection's launch.
Source: YouTube/Ikea
The SPRIDD collection includes tents, lanterns, rugs, boxes, bags, and bedding.
It also features plates with faces, fish, spots, and punctuation ...
... as well as mugs ...
... steel thermoses ...
... and far-out pillows.
The musical influence is clear in this catalog page, which resembles the set of a "White Stripes" music video.
Another page in the catalog reminds us to "stay woke," though the connection between awareness and Koi fish is unclear.
We're also not sure what's going on in this poster.
"Today, we are so much more mobile in the way we live our lives," Neale said. "So with the product, the large boxes and the bags, you can just chuck your stuff in it and be gone."
If you're what the catalog calls a "modern nomad," SPRIDD tents have you covered if you want to go to a music festival.
Source: YouTube/Ikea
Even as a millennial who likes to go to music festivals, I'm a little confused by the collection's aesthetic. And apparently, so is this guy.
Source: YouTube/Ikea