Swedish House Mafia and IKEA unveil product line at Hollywood launch

The Swedes swept Hollywood on Wednesday night when IKEA unveiled Obegränsad, a limited edition collection created in collaboration with high-profile electronic dance music trio Swedish House Mafia. The launch took place at Goya Studios, complete with IKEA’s signature dishes and bespoke cocktails. The more than 20 pieces from the collection were put on tactile, touch, play and sit-down displays for the youthful crowd of industry people, including electronics superstar Madeon, actor Ian Mellencamp and a cross-section of influencers.

This meeting of Swedish titans is a given that’s been going on since the college days of Swedish house mafia members Sebastian Ingrosso, Axwell and Steve Angello, the latter two of whom were present at the Hollywood event. During a Q&A, Angello commented, “Growing up, we hacked IKEA furniture all the time.”

He continued, “We approached them to do something that would cater to our younger selves. Something we could offer to the public that is affordable, functional and just a great product.”

“I feel like every other person I meet expresses themselves in one way or another, creates music or just something on their laptop,” Axwell said. “With this collection, we want to support a little bit of that by making it a little bit easier and more accessible for them to make music at home.”

The items in the collection, which will be launched in October, are geared towards music. (Ironically, given the limited edition, Obergräsad is the word for “unlimited” in Swedish.) The line caters to both creators and consumers, and offers products from studio desks to racks and stands for vinyl records, speakers, tablets, and laptops. The offering includes an armchair, record and laptop bags, a clever accessory bag, a range of lighting options, a clock, a rug and slippers… and perhaps, inevitably, a record player.

Swedish house mafia, Ikea Mosphere

David Vassalli/BFA.com

The all-black Obergräsad collection echoes IKEA’s clean and simple lines. Sparing and geometric, it uses IKEA’s classic designs for desks and shelves as a starting point. Where it taps into the sensibilities of the Swedish house mafia is in the way the basics are modified – for example raised stands built into the lectern for loudspeakers. Similarly, the height of the shelving units is what would be found in a DJ booth with easy access to vinyl. The decks setup brings the club home with its practicality allowing for easy handling of the equipment as the evening’s DJ Bayli was able to attest.

The stars of the Obergräsad collection are its accessories. The plush snuggly throw, squishy pillowcase, rug and slippers are so rich they shine. The stylish lights have a warm glow that encourages creativity and contrasts sharply with the glare of the work lights. However, the crown jewel has to be the iconic turntable. A unique design where the record sits on a thick platter that protrudes from the base of the player. The genius lies in its minimalism at a competitive price.

“We wanted to create a music environment that really puts the music front and center and showcases gear and music,” Angello said. “Our love for the physical and the craft of making and growing up with music and vinyl played a big part in our lives. Appreciation is a beautiful thing and we wanted to give everyone that opportunity.”

https://variety.com/2022/music/news/swedish-house-mafia-ikea-product-line-launch-1235365554/ Swedish House Mafia and IKEA unveil product line at Hollywood launch

Charles Jones

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