IKEA launches ÄNGLATÅRAR: A tribute to India - Start-Up Hyderabad
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IKEA launches ÄNGLATÅRAR: A tribute to India

 2 weeks ago    
  • Textile collection which is Made in India and inspired by India

  • The collection celebrates Indo-Swedish design synergies

IKEA, the Swedish home furnishing company today unveiled a textile collection named ÄNGLATÅRAR. Itmarks the celebration of design aesthetics from both countries and is a tribute to India. ÄNGLATÅRAR is designed by two young designers from India and Sweden and is developed in Panipat, Haryana. With its diverse materials and textures, bold patterns, striking colours, and optimistic spirit, ÄNGLATÅRAR will look beautiful in any home.

The inception of this collection came about when IKEA put two in-house designers – Akanksha Deo and Paulin Machado – together, who in turn worked on building a single collection that represented true collaboration between the two textile-loving countries. Traditional signs, letters and alphabets sparked a dialogue between the designers enabling deeper understanding of on one another’s culture.

Mia OlssonTalking about the collection, Mia Olsson, Country Communication & Interior Manager, IKEA India said, “ÄNGLATÅRAR is a celebration of synergies between two seemingly different cultures, which actually have a lot in common. The collection is an interesting interplay of both ‘cool’ and ‘earthy’ tones such as Indigo and red, against a neutral base of white. The colours have been carefully selected and carry a deeper meaning with both countries’ rich heritage and history.”

“We have had the privilege of visiting thousands of homes in India and we believe that ÄNGLATÅRAR will look beautiful in every home.” she added.

The dominant colour – Indigo– has a rich and interesting story in India. Loved and used a lot in many an artistic expression, it has inspired creativity the world-over; yet it is Indian at heart.

A special shade of Red – Falu Rödfärg (or Falu Red as its more widely known), is an ingenious Swedish use of what others would call it a by-product – something Sweden is (and IKEA) are well known for.It may not be the dominant colour in the collection, but Falu Red clearly makes its mark.

Speaking about the collection’s India debut, John Achillea, Hyderabad Store Manager, IKEA India said, “ÄNGLATÅRARis a tribute to India. We have been sourcing textiles from India for over thirty years now and what better way to celebrate our unique and vibrant relationship, than offering a completely ‘made in India’ collection for our customers. It will be available at the IKEA Hyderabad store starting February 1st and it will be seen across products such as bed linens, curtains and cushion covers.”

ÄNGLATÅRAR was brought to life with one of IKEA’s long-standing suppliers. Both the designers worked on the factory floor to come up with this inspiring collection. Speaking about their association with IKEA for the making of this collection, Sunny Jaglan, MD – Sunny International Limited said, “Working with IKEA on this project was one of our best experiences so far. The quality of knowledge and values shared by the team helped us in enhancing the products in all aspects. The collection was made more interesting by the equal involvement of IKEA designers on the factory floor with our co-workers. Their presence turned the scenario livelier and more focused on us. Our workers actively participated in the project. All the activities were conducted by prioritizing business ethics and our IWAY commitment for people and planet. Being our first project for India, we felt a sense of pride and contentment and we look forward to connecting with Indian customers through more such projects.”

ÄNGLATÅRARwould be available in IKEA India store from 1st February 2019 and IKEA would invite IKEA Family members for a sneak peek into the collection.

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Saritha Keshamoni

Foodie, Hyderabadi, Music lover,Designer by Interest, s/w Engineer by Profession, Entrepreneur in Making, Cricket buff, Telanganite

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