On the heels of a stellar stint in Milan during Salone del Mobile — and just days before the highly anticipated IKEA Oxford Circus store opens its doors — Wonderland sits down with IKEA’s creative team to chat about how the Swedish giant is closing the gap, both geographically and creatively, with consumers through its signature democratic design.
The first time I walked into an IKEA store, in my early twenties, it felt like stepping into an adult version of Disneyland. Walls lined with oddly shaped lamps and pastel-toned pots, trinkets in every imaginable colour, and organisational compartments and boxes for every item that’s ever graced my wardrobe… How is it possible, I remember thinking, for a warehouse on the outskirts of Denmark to contain every single thing I need to make a home out of my student dorm — all while staying within a student budget? And don’t even get me started on the vegan meatballs and mash.
Since the 1940s, the Swedish giant has brought a jolt of electricity to household shores, turning even the most mundane of errands into something close to an adventure — partly thanks to its maze-like setup and the thrill of not knowing what might lurk around the next corner, partly due to its often far-flung locations. Commuting hassles aside, the visit usually pays off. That’s down to its revolutionary ethos of democratic design, which has cemented IKEA as a master of balancing form, function and quality, all while staying true to its Scandinavian-rooted commitment to sustainability, and doing so at a price point that welcomes the many, not the few.
All that was top of mind as I stepped through the doors of IKEA’s annual exhibition at Milan’s Salone del Mobile, the Fashion Week of design, where designers, brands and art enthusiasts flock to the Italian city for what feels like a convention for the coolest. Installations, new collection drops, networking events… once a year, during a much-warmer-than-London early April week, the city becomes a playground for global tastemakers, setting the tone in design for the year ahead. And for the past three decades, IKEA has been part of that conversation.
“We’ve become better and better every year, learning more about what we should be doing [in the city],” Marcus Engman, Creative Director at Ingka Group, IKEA’s parent company, tells Wonderland. “What’s exciting this year is the new, more complex venue, which has allowed us to show different sides of IKEA — from launching a collection like many do in Milan, to telling more intricate stories, and connecting with diverse audiences through music and culture.”
The venue, nestled in the heart of Milan’s hip Navigli area, was split into two public-facing spaces. On the ground floor, visitors entered through a 360-degree mirrored, club-lit tunnel — connecting a Mediterranean-style garden to a museum-inspired warehouse (nothing more IKEA than that, really). On the other side, they were met with the brand’s latest interactive exhibition, aptly named Do Something. Change Everything. Before diving in, someone gestures to my right: a bar offering what’s proudly pitched as the cheapest Aperol Spritz in all of Salone — a claim I wouldn’t dare dispute, coming from the land of £13 cocktails.
Scandinavian snacks, coffees for the PG crowd, and sausage rolls round out the menu. Furniture and food might not be the most obvious pairing for other retailers in the sector, but let’s be honest — is it even an IKEA trip if it doesn’t end in the cafeteria, tucking into a plate of Swedish meatballs? In Milan, the staple gets its fair share of love, with a twist. Here, visitors are encouraged to sit down and share the delicacy together, as part of the experience, around what feels like the biggest (and most interactive) dinner table in the world.
“It’s all about togetherness,” Engman explains. At Salone, the brand wants us to go analog and be present — using technology as a tool to help us disconnect in the most comfortable and fun way. Throughout the week, the space we’re standing in will also serve as an incubator for up-and-coming artists, from music to the arts, offering gigs and workshops open to all — not just invitees. It’s perhaps the clearest sign of IKEA’s new chapter: they’re inviting us to share a table with the brand’s history, be part of building its future, and take new, young talent along for the ride.
DJ sessions, Jazz, Soul, and R&B sets, screen printing and charm-making workshops… truth be told, I considered extending my time in Italy to immerse myself in IKEA’s universe for an entire week. But the main attraction that draws press and brand friends to the space’s inaugural tour is upstairs. As we climb the steps, a Severance-worthy mood switch reveals a much more laid-back, natural-light-filled room, packed with bright colours and the meticulous attention to detail you’d expect from a showroom during Design Week. Here, we get our first look at IKEA’s latest collection, aptly named STOCKHOLM.
Taking democratic design to the next level, STOCKHOLM is IKEA’s most premium line, and this year’s drop feels more special than ever, celebrating 40 years since its debut. Across its eight iterations over the last four decades, the collection has evolved, now presenting 96 meticulously designed pieces that embody the signature blend of high-quality materials and Scandinavian craftsmanship. From statement sofas — think rich, burnt oranges and velvet blues — and handwoven wool rugs to chandeliers and mouth-blown glass vases, every item reflects the essence of refined design.
“The purpose of the STOCKHOLM collections has always been to prove that high quality doesn’t need to come at an intimidating cost,” says Karin Gustavsson, Creative Leader for STOCKHOLM. “We have worked to create a no-compromise kind of collection where every piece tells a story. Craftsmanship is at the heart of this project, where traditional techniques and hands-on methods have resulted in durable and beautiful design pieces that stand the test of time.”
The collection was brought to life by three pairs of hands: a trio of Swedish designers with different yet complementary visual languages who worked together to create a line that feels cohesive, while allowing individual pieces to shine. “You’d think with the name STOCKHOLM, the pieces would have a big city feeling,” says designer Nike Karlsson. “But we went outside the urban setting, to the nature and islands around it. This allowed us to lean into the Scandinavian materials, including working with a Swedish pine supplier to source the highest-quality pine. People often think of pine as a budget material, but when you go for the best and apply smart, efficient design techniques, its beauty is undeniable.”
STOCKHOLM also challenges the notion that Scandinavian design is all about muted greys and beiges, instead embracing a bold, dare I say, underrated maximalist approach often seen in Danish and Swedish fashion. From couches to patterned tapestries and opulent chandeliers, it’s further proof that IKEA is one of the most natural fits for Design Week — and peeling back the layers associated with design moguls feels like a breath of fresh air.
Landing back in England didn’t feel too bleak, though – still riding high from my IKEA experience in Milan, Londoners were greeted with the exciting news that the highly anticipated Oxford Street store was about to open its doors in the heart of the city. Taking over the iconic former Topshop building, the store — three years in the making and now up and running — marks another sharp statement of the brand’s new chapter: they’re ready to conquer the high street and get even closer to their customers. Now, we can grab a chair on a casual Soho run, no longer having to commit to an hour-long trek that requires renting a car (and remembering we don’t even have driver’s licenses). What’s not to love?
From collaborations with emerging voices in music, art, and culture to putting themselves directly in our line of sight, IKEA is embracing the spontaneity of modern life — a savvy move to connect with younger generations. And through it all, they maintain their trusted spot in our homes as the brand we can always count on. And yes, add those meatballs and mash to the work lunch rotation… immediately!
Words – Sofia Ferreira
