Cameras from the Swedish company Hasselblad have traveled to the moon with American astronauts, and now, in collaboration with IKEA, the brand has embarked on a new journey to democratize the arts.
The Swedish furniture giant launches an art collection of award-winning photographs taken with Hasselblad cameras by professional photographers.
The collection, called NORRHASSEL, will consist of eight photographs. Brands selected works by Dmitry Ageev, Lars van de Goor, Hans Stran, Ali Rajabi, Tom D. Jones, Joachim Schmeiser and Bara Prassilova.
The purpose of the collection, which will appear in IKEA stores in August 2018, is to increase the chances of contemporary art in exciting the emotional involvement of the viewer. In addition, according to IKEA, the presence of art objects combined with functional design will not harm the home atmosphere.
For the organizers of the collaboration, it is important to open the public free access to art and thereby inspire people to be creative.
1 of 8 © dmitry ageev / Hasselblad / IKEA press materials © Hasselblad / IKEA press materials © Hasselblad / IKEA press materials © Hasselblad / IKEA press materials © Hasselblad / IKEA press materials © Hasselblad / IKEA press materials © Hasselblad / IKEA press materials © press Hasselblad / IKEA materials © Hasselblad / IKEA press materials>
