¡á Table of contents
02 Intro
09 Editor¡¯s Letter
12 Overview
The current trends and influences of Ikea over the last 10 years noted by the media
16 A Walk through the Town
The meaning of residence observed through the daily life of Västrahamnen in southern Sweden
22 Home Visit
Ikea users in different cities talk about their homes
34 Opinion
Lydia Choi-Johansson Intelligence Specialist, Inter Ikea Systems
38 Life at Home Report
The Life at Home Report, inspired by everyday lives in homes across the world
42 Prototyping
Visit the Prototype Shop, where Ikea designs are refined
48 Opinion
Sara Kristoffersson Professor at Konstfack University College of Arts, Crafts, and Design
52 Lineup
Eight key concepts and product lines that highlight Ikea¡¯s philosophy
62 Values
Four principles that make Ikea an unrivaled brand
66 Do It Yourself
A beginner and a veteran tackle the DIY assembly process
72 Into the Studio
Ikea Communications, where all of Ikea¡¯s images are made
78 Catalog
The Ikea catalog, read by more than 200 million consumers in 35 languages
80 Store Visit
The strategies and characteristics of Ikea stores
86 Tasting the Moment
Ikea¡¯s food operations reflect the identity of its birthplace
90 Swedish Table
Recipes made with ingredients sold at Ikea
94 Interiors
Homes and commercial spaces decorated with Ikea products
104 Inside Space10
Space10, a research lab for innovation of life and home established by Ikea¡¯s outside investment
110 Opinion
Carla CammillaHjort Co-founder and Director, Space10
Simon Caspersen Co-founder and Communication Director, Space10
114 Labs
The evolving concepts of furniture through the works of four young designers
122 The Democratic Way
The Democratic Design Centre and the Hubhult office, designed for communication and interaction—the realization of both corporate and design philosophies
132 Brand Story
Smart brand strategy contributing to Ikea¡¯s growth
140 Ingvar Kamprad
The words of Ikea¡¯s founder that have become the guiding spirit of the brand
142 Test Lab
The values of democratic design are put to the test in the Ikea Test Lab
144 Statement
The Democratic Design Days where the Ikea communicates its visions
146 Collaborations
Four collaborations that reveal the brand¡¯s openness and future-oriented perspective
150 Market Study
Ikea¡¯s inroads into the Korean market as told by AndréSchmidtgall, Country Retail Manager, Ikea Korea, and Nicolas Johnsson, Country Marketing Manager, Ikea Korea
152 Interview
Marcus Engman Head of Design, Ikea of Sweden
156 Figures
Numbers and figures that show the global currents and brand values
159 References
161 Outro