Announced at this year’s Madrid Design Festival, IKEA is partnering with Hasselblad (another Swedish company) to bring award-winning photography to IKEA customers worldwide. Named ‘NORRHASSELL,’ the collab will feature the work of seven Swedish photographers — Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones and Joachim Schmeisser — all pulled from Hasselblad’s Masters Award catalog. While IKEA has yet to announce pricing for the photographs, it’s safe to assume they’ll be friendly and approachable. A recent press release from Hasselblad called the effort a “journey to democratize art and make it available to everyone.” Expect the works to make their way to your nearest IKEA store later this year.
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