Magazine B – Issue 63: Ikea

Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Ikea began in 1943 as a mail-order business in the small town of Älmhult, Kronoberg in southern Sweden. Today, Ikea has grown to become a global home furnishing brand with an unequaled reputation in 49 countries around the world. In line with its vision “to create a better everyday life for the many people,” Ikea brings its philosophy of democratic design to bear on every aspect of its products, from form to function, quality, sustainability, and low price, and on every phase of its work from product development to production, supply, and sales.

CONTENT

INTRO

EDITOR’S LETTER

OVERVIEW
The current trends and influences of Ikea over the last 10 years noted by the media

A WALK THROUGH THE TOWN
The meaning of residence observed through the daily life of Västra hamnen in southern Sweden

HOME VISIT
Ikea users in different cities talk about their homes

OPINION
Lydia Choi-Johansson Intelligence Specialist, Inter Ikea Systems

LIFE AT HOME REPORT
The Life at Home Report, inspired by everyday lives in homes across the world

PROTOTYPING
Visit the Prototype Shop, where Ikea designs are refined

OPINION
Sara Kristoffersson Professor at Konstfack University College of Arts, Crafts, and Design

LINEUP
Eight key concepts and product lines that highlight Ikea’s philosophy

VALUES
Four principles that make Ikea an unrivaled brand

DO IT YOURSELF
A beginner and a veteran tackle the DIY assembly process

INTO THE STUDIO
Ikea Communications, where all of Ikea’s images are made

CATALOG
The Ikea catalog, read by more than 200 million consumers in 35 languages

STORE VISIT
The strategies and characteristics of Ikea stores

TASTING THE MOMENT
Ikea’s food operations reflect the identity of its birthplace

SWEDISH TABLE
Recipes made with ingredients sold at Ikea

INTERIORS
Homes and commercial spaces decorated with Ikea products

INSIDE SPACE10
Space10, a research lab for innovation of life and home established by Ikea’s outside investment

OPINION
Carla Cammilla Hjort Co-founder and Director, Space10 Simon Caspersen Co-founder and Communication Director, Space10

LABS
The evolving concepts of furniture through the works of four young designers

THE DEMOCRATIC WAY
The Democratic Design Centre and the Hubhult office, designed for communication and interaction—the realization of both corporate and design philosophies

BRAND STORY
Smart brand strategy contributing to Ikea’s growth

INGVAR KAMPRAD
The words of Ikea’s founder that have become the guiding spirit of the brand

TEST LAB
The values of democratic design are put to the test in the Ikea Test Lab

STATEMENT
The Democratic Design Days where the Ikea communicates its visions

COLLABORATIONS
Four collaborations that reveal the brand’s openness and future-oriented perspective

MARKET STUDY
Ikea’s inroads into the Korean market as told by André Schmidtgall, Country Retail Manager, Ikea Korea, and Nicolas Johnsson, Country Marketing Manager, Ikea Korea

INTERVIEW
Marcus Engman Head of Design, Ikea of Sweden

FIGURESS
Numbers and figures that show the global currents and brand values

REFERENCES
OUTRO