IKEA TREND REPORT AUTUMN 2014

To get in touch with us, please contact our local PR department at:Janice Simonsen IKEA Design Spokespersone-mail: janice.simonsen@IKEA.com phone: 610-834-0180 x5343

D129

CONTENT INTRODUCTION 04

BEING WELL 06- A look inside private rooms 08- Dreams coming true 16- Where everyday begins and ends 22- Grow by growing your own food 28- Home is the new going out 32

URBANIZATION & SMART SPACE LIVING 36 - Meet the millennials 40- Flat age society 46- Living with children 48

PEOPLE & CREATIVITY 50 - The comeback of color 58

02 CONTENT

D44

TRENDS ARE ABOUT PEOPLE Welcome to the biannual Trend Report for Autumn 2014 (Oct-Dec). In these pages, we’ll take a closer look at trends in society, shifts in life at home, and how those changes are reflected in our range.

Life at home is what we know and do at IKEA – it’s our passion, and what we work for everyday. But life, in the macro and micro sense, is ever changing. By constantly staying curious, we’re able to develop new solutions, ideas and innovations. One thing that is constant though is our vision: “creating a better everyday life for the many people.” It is a promise supported by products and collections that reflect how life is lived, right now.

Trends are born from people. Suddenly there’s a shift, and a new topic, idea or priority is at the top of people’s everyday agendas. This report summarizes a few of those trends. For Fall 2014, we’re taking a closer look at the importance of and search for well-being, the ongoing urbanization, as well as people’s growing need to express their creativity. Enjoy.

“GIVE THEM WHAT THEY NEVER KNEW THEY WANTED” - Diana Vreeland

D12004 INTRODUCTION

BEING WELL Being well means a lot of different things to different people. It could be sleeping, recharging, disconnecting and reflecting – but also socializing and growing our own food. Whatever the method, one thing is for sure: finding ways to take care of our bodies and souls has never been more on people’s minds.

A LOOK INSIDE PRIVATE ROOMS 08DREAMS COMING TRUE 16WHERE EVERYDAY BEGINS AND ENDS 22GROW BY GROWING YOUR OWN FOOD 28HOME IS THE NEW GOING OUT 32

06 BEING WELL

PE379887

D5 - MOLGER shelving unit and bench08 BEING WELL

A LOOK INSIDE PRIVATE ROOMSEva Maria Rönnegård, business area manager at IKEA for bedroom and bathroom, shares her insights and thoughts on two of the most essential rooms of the home when it comes to private recharging and well-being.

A WORLD AWAKE Research and so-called sleep indexes show that many of us feel we don’t get enough sleep. Urbanization and digitalization provide endless opportunities on many levels, but it’s also time- and energy-consuming. With that also comes increased pressure to perform and constantly be present and available both at home and at work. “But there’s one thing that hasn’t changed; there’s still only 24 hours in a day” says Eva Maria Rönnegård.

PH120685

10 BEING WELL PE407165 - HYLLESTAD pocket coil mattress

PH104271 - GODMORGON/BRÅVIKEN sink cabinet and sink PE000000

D50 - HURDAL bed frame

T4 - HEMNES sink cabinet

PH107792 - NORNÄS bed frame

NEEDS…The bedroom and bathroom have become important rooms for recharging at home. “Of course a good night’s sleep is still the most basic need, but our bathrooms and bedrooms are also rooms where we wind down from the day, contemplate, relax and care for ourselves.” What we all do in the bedroom and the bathroom isn’t that different, and actually we’re more similar than we think. ”We all need somewhere to sleep, wash and get dressed. But how we do it, the routines we have in the morning or at the end of the day, are personal or cultural.

…& DREAMS Consumer research shows that our dreams actually don’t differ that much from country to country or person to person. In short, most of us dream of a bigger bathroom – an oasis – and a bedroom with that ultimate comfort. “We demand a lot from these rooms. Bedrooms and bathrooms need to be functional and organized spaces, and they need to be comfortable too. And just because people might have less money doesn’t mean they have smaller dreams for their home.”

T26 - PAX wardrobe system

“THE BEDROOM AND BATHROOM HAVE BECOME IMPORTANT ROOMS FOR RECHARGING AT HOME”

T40

PE120081

PE120147

PH107339 - STOCKHOLM bed frame

12 BEING WELL

“JUST BECAUSE PEOPLE HAVE LESS MONEY, DOESN’T MEAN THEY HAVE SMALLER DREAMS”

PH120675 - MALM ottoman bed14 BEING WELL

THE PRIVATE ROOMS Even though we demand a lot, everyday, from our bathrooms and bedrooms, they are often down prioritized financially. Eva Maria Rönnegård and IKEA are, of course, aware of this: “Most people spend their money on “public rooms” – places like the kitchen and living room; spaces where we socialize and invite people, and that says something about who we are or want to be.”

THE CHALLENGE In our effort to be leaders in life at home, IKEA wants to show the connection between bedroom and bathroom, and what these rooms can do for people’s everyday well-being.. “We want to inspire with more functional, beautiful and sustainable solutions and really show our customers what the bedroom and bathroom can be for them!”

“WE WANT TO INSPIRE MORE FUNCTIONAL, BEAUTIFUL AND SUSTAINABLE SOLUTIONS.”

PH104227 - GODMORGON/ODENSVIK sink cabinet and sink

DREAMS COMING TRUE The more hectic our lives become, the more we dream about those places at home where we can escape and relax. Three different interior designers at IKEA – one Dutch, one Chinese and one American – got the opportunity to create their dream bedrooms. Even though they had free hands to create whatever they wanted, the solutions ended up being quite realistic. Emmy from Beijing created a clever and functional solution in a small space with a strong focus on organization. Gretchen from Minnesota in the US did something more spectacular and airy with seating solutions and a bathroom. Tamara from Rotterdam in the Netherlands created a calm and relaxing space by the ocean with lots of white and gray – and with a walk-in closet, as well as a private spa with a freestanding tub.

D142

T22

D14716 BEING WELL

DREAM BED- AND BATHROOMFROM CHINA

D160

T23

T24

DREAM BED- AND BATHROOMFROM AMERICA

18 BEING WELL

D161

D157

T21

D153

D151

20 BEING WELL

DREAM BED- AND BATHROOMFROM NETHERLANDS

WHERE EVERYDAY BEGINS AND ENDSMia Lundström is a range strategist at IKEA, working with “Where everyday begins and ends:” the theme for the 2014/15 focus on bedroom and bathroom.

WHAT IS THE MOST IMPORTANT STORY FOR IKEA TO TELL RELATED TO BED AND BATH?No matter where we live, we all need somewhere to sleep, store our clothes, and use the bathroom to give our day a good start. IKEA is about the similarities we all share. There are differences between individuals – our lives, our budgets or our preferences – but what we do is the same.

“THERE ARE DIFFERENCES BETWEEN INDIVIDUALS – OUR LIVES, OUR BUDGETS OR OUR PREFERENCES – BUT WHAT WE DO IS THE SAME”

T19

T2 - Painted IVAR cabinet22 BEING WELL

“IT’S ABOUT MAKING THE TERM SUSTAINABILITY TANGIBLE AND CONCRETE THROUGH EASY, EVERYDAY SOLUTIONS”

PH120395 - STORJORM mirror, with integrated LED lighting

MULIG clothes stand

MULIG clothes stand

PH120031 - JANSJÖ LED floor/read lamp

D110 - SPRUTT waste sorting bins

PH120105 - ALGOT laundry binPH119961 - PRESSA hanging dryerIKEA PS 2014 shelf

HOW DO BEDROOM AND BATHROOM DREAMS DIFFER FROM COUNTRY TO COUNTRY?Well, not that much actually. Even though there might be certain traits or characteristics attached to a specific country, the dreams about the perfect bedroom or bathroom are very much the same. It’s a lot about comfort, both for the soul and the more functional aspect. It’s about sleeping well, and being able to easily find things in the bathroom cabinet or the closet to get a good start each day.

HOW DOES SUSTAINABILITY FIT IN TO “WHERE EVERYDAY BEGINS AND ENDS”? It’s about making the term ‘sustainability’ tangible and concrete through easy, everyday solutions. Like looking after your clothes by airing them out to extend their lifespan and minimise unnecessary washing. The same thinking goes for bathrooms. Again, it’s about providing solutions like bringing the recycling mentality we have in the kitchen into the bathroom for all of those cans, bottles and paper that are produced there.

D108 - SPRUTT PH104223 - GODMORGON drawer with waste sorting station

24 BEING WELL

D19

26 BEING WELL

WHAT SHOULD CUSTOMERS THINK AND FEEL AFTER VISITING THE BATHROOM AND BEDROOM DEPARTMENTS AT THE STORE?We want them to feel inspired to improve their homes, and that it doesn’t have to be a total make-over – that they can make small improvements. Textiles are the best example; it offers such comfort in the bedroom. Towels and curtains also make such a big difference. Once again though, it’s about organization. It is something I think most people, no matter who they are or where they live, can relate to.

WHEN DO YOU THINK IKEA IS AT ITS BEST IN THE BEDROOM AND BATHROOM?When we see the whole picture, and are able to meet both aesthetic and functional needs.

PH105247 - LILLÅNGEN sink cabinet

GROW BY GROWING YOUR OWN FOOD More and more people are moving to cities. Now more than half of the world’s population lives in urban areas. Our longing for nature and a greener life has never been greater. At the same time, awareness about what we eat and where our food comes from has just started to increase with organic and ecological eating spreading to larger and larger circles of consumers.

But the one main question remains: how and where do I start? People are still struggling to find answers as to how, in an easy way, to live life at home in a little bit greener and a little bit more sustainable way.

With the “Growing” range, IKEA enables the home growing trend to be accessible to the many people. It is a collection of gardening products that enables the small-scale growing of veggies, flowers and herbs at home. It is a fun and easy hobby with good, healthy and sustainable results.

If you only have the corner of your balcony or a shelf in the kitchen, you should still be able to grow your own veggies, herbs and flowers. That’s why the range includes many products that make “vertical gardening” possible in small spaces. Small pots and self-watering pots fit easily on a narrow shelf, such as a kitchen window ledge.

“HOW AND WHERE DO I START? HOW CAN I, IN AN EASY WAY, LIVE LIFE AT HOME IN A LITTLE BIT GREENER AND A LITTLE BIT MORE SUSTAINABLE?”

D41 PE337641 - GRÄSMARÖ gardening set

PE407749 - IKEA PS 2014 table and bench05 BEING WELL28 BEING WELL

“WITH THE “GROWING” RANGE, IKEA ENABLES THE HOME GROWING TREND TO BE ACCESSIBLE TO THE MANY PEOPLE”

PE000000

D37

ÄDELSTEN pestle and mortar

D42

D39

PE000000

KORKEN bottle

PE407745 - IKEA PS 2014 greenhouseD38

PE376096

PE388253

“Today’s everyday life is very much about technology. We use it at home, in our work, and we carry smartphones with us everywhere. Everything moves quickly. Growing your own food and herbs is a way to balance that. It takes us back to our roots. It takes time to grow a pepper from a seed to a fruit. And that pepper will taste a million times better than the one you would buy in the grocery store. Because you’ve grown it yourself.” - Sara Ottosson, product developer, IKEA of Sweden

05 BEING WELL30 BEING WELL

PH009893 - KORKEN jar PE376063 - OLOFSTORP storage unit

HOME IS THE NEW ‘GOING OUT’Food has changed from a physical necessity to a social obsession. Suddenly, everything is about food! What, how and where we eat are constantly the center of attention. Food is now about well-being, sustainability and health, as well as being a personal expression.

“The scene” for the modern food movement is at home. This is where we read about food, grow food and cook our food. Chef Jamie Oliver and other food personalities are often cooking in their private homes, serving meals to family and friends. Eating, and cooking, at home with our loved ones – in a comfortable and relaxing setting – is now an even more sought after and aspirational experience than going to a trendy restaurant.

PH119452 - ÄPPLARÖ table, chair and bench

PE407760 - IKEA PS 2014 pendant lamp32 BEING WELL

“FOOD IS NOW ABOUT WELL-BEING, SUSTAINABILITY AND HEALTH, AS WELL AS BEING A PERSONAL EXPRESSION”

PH119482 - KNOPPARP loveseat

PE407792 - IKEA PS 2014 storage table

T8

PH028805 - NORNÄS table

PH119472 - SÖDERHAMN modular sofa

T36BLANDA bowl

PH119467 - SVELVIK day bed

34 BEING WELL

PH119650

36 URBANISATION & SMART SPACE LIVING

URBANIZATION & SMART SPACE LIVING For the first time in history, more people live in cities than in the countryside. In less than 20 years, 70% of the world’s population will live in cities.

This reality is having an enormous impact and effect on life at home. Downsizing is one of them, and new ways of living are cutting across generations, old structures and truths.

People are starting to redefine what’s big and what’s small. There is less of a focus on quantifying and more of a focus on finding smart solutions to organization, so that one can easily access everyday things – without sacrificing one’s personal style and expression.

Life at home in the 21st century is about changing perspectives – because it’s not about small spaces, it’s about how to free up space.

MEET THE MILLENNIALS 40FLAT AGE SOCIETY 46LIVING WITH CHILDREN 48

PE413055

“A BIG SPACE IS THE RESULT OF GOOD ORGANIZING”

GADDIS basket MULIG clothes rack

IKEA PS 2014 shelf

PH120674 - SELJE nightstand 38 URBANIZATION & SMART SPACE LIVING

MEET THE MILLENNIALS Millennials are an influential group of digital natives born between 1980 and 1994, a generation in flux without many of the traditional anchors or milestones that previous generations had. They have a seemingly limitless number of options in terms of how to live their lives, but high joblessness rates are forcing them to change their consumption habits and their definition of “need.” This is a generation that has completely new demands and expectations of life at home.

“THE LINES BETWEEN WORK AND PLAY ARE BECOMING LESS AND LESS OBVIOUS. THE HOME IS NOW ALSO A WORKSPACE – AND VICE VERSA.”

T940 URBANIZATION & SMART SPACE LIVING

T11 T10

Instead of the lives their parents had – a nuclear family and a partner, a lifelong home (and furniture), a stable job and religion – millennials are making their friends their family, move often and hold onto a few precious possessions, and value experiences highly.

They are adapting to a society increasingly defined by change, movement, fluidity and spontaneity. The lines between work and play are becoming less and less obvious. The home is now also a workspace – and vice versa.

T14 - TARVA bed and JÄTTENE box42 URBANIZATION & SMART SPACE LIVING

XXXXXPH119458 - FRIHETEN corner sofa-bed

PH028775 - IKEA PS 2014 wall shelf

44 URBANIZATION & SMART SPACE LIVING

For millennials, stuff isn’t enough anymore. Instead, they crave brands and products that have meaning, stories and experiences embedded in them. They are less focused on financial success, and more interested in making a difference and living lives defined by meaning. Furniture and products for life at home need to have a greater value beyond form or function. Globally, this group wants companies to believe, act, engage and do something tangible in the world. As such, companies like IKEA need to place sustainability at the very top of their agendas.

PH119310 - Recycled plastic bottles,used as a herb garden.

MULIG clothes rack STOCKHOLM three-seat sofa,made of durable full-grain leather.

D24 - TÅNUM rag rug, created of left overs from other IKEA textile productions. PE000000

PH119703 - BURKEN

PE413693 - RÖDTOPPA pillow D9 - GADDIS basket

PH120148 - LINBLOMMA quilt cover in natural linen fibres.

“WHAT SETS THEM APART FROM PREVIOUS GENERATIONS IS THEIR REFUSAL TO SLOW DOWN OR SETTLE FOR WHAT THEY ALREADY HAVE” FLAT AGE SOCIETY

The term “flat age” applies to the baby boomer generation - those over 50 - a huge group of consumers that by 2015 will account for two billion of the world’s population. What sets them apart from previous generations is their refusal to slow down or settle for what they already have. They basically refuse to get old. If anything, they’re quite open to new experiences, especially traveling, technology and being active on social media. In many ways, they have more in common with millennials than with generations before them. One thing they definitely share with millennials is the conscious decision to downsize at home, and live more simply with fewer things and furniture in order have experiences and continue developing themselves, their passions and interests, and their social circles. This doesn’t necessarily mean that they refrain from investing or taking an interest in their home, but rather that their focus is on quality and comfort.

“ONE THING THEY DEFINITELY SHARE WITH MILLENNIALS IS THE CONSCIOUS DECISION TO DOWNSIZE AT HOME, AND LIVE MORE SIMPLY WITH FEWER THINGS AND FURNITURE”

T1 PH120193 Painted TARVA chest of drawers

PH107355 - LINNMON/LALLE table

PH107353 - MOHEDA corner sofa-bed

D140

PE167453

PH120175 - MOHEDA corner sofa-bed

46 URBANIZATION & SMART SPACE LIVING

PH120190

“IT’S OFTEN THOSE LITTLE MOMENTS THAT END UP BEING THE MOST IMPORTANT ONES”

LIVING WITH CHILDRENSmart, small space living is a big need for families with children, perhaps more so than any other group. They need good, functional solutions that free up space, but also create less friction in their everyday lives. A home has endless functions: closets, drawers, shelves, hangers, beds, tables and lights. If all of those functions work well, separately and together, life at home will definitely run much smoother – for everyone in the family.

But smart space living also brings other positive effects to life at home. Like becoming closer as a family, and sharing the everyday moments. Things like cooking a meal or just lying on the sofa talking about the day. Because it’s often those little moments that end up being the most important ones.

PH106073 - DUKEN bed

PH119712 - METOD kitchen

PH107780 - MERETE curtains48 URBANIZATION & SMART SPACE LIVING

PEOPLE &CREATIVITY To “be creative” is no longer an activity done in isolation, but rather a globally valued character trait that improves both our personal and professional lives. And in a computerized and sanitized world of screens and intangible elements, being creative with our hands and minds is becoming something we increasingly crave. Something that allow us to express our personality, and feel some calm.

THE COMEBACK OF COLOR 60

50 PEOPLE & CREATIVITY

PH106079 - TARVA bed

Decorated DVALA duvet cover

52 PEOPLE & CREATIVITY

PH119760 - IKEA PS 2014 storage units

PH119762

Painted IVAR cabinet Painted TARVA chest of drawers and BEKVÄM stepstool

BLECKA hook PH119307 - LINNMON/ODDVALD table, decorated with FRAMSTÄLLA tape

Decorated REGOLIT pendant lamp 54 PEOPLE & CREATIVITY

PH119657 - Decorated ADDE chair

PH119654 - LOSJÖN hanger PH119589 - HEAT pot stand

56 PEOPLE & CREATIVITY

THE COMEBACK OF COLOR After a long fascination with technology and it’s sleek, sparse and simple aesthetics, something more genuine – with heart and soul – is coming back into our lives. That includes influences from the handicraft traditions, as well as sensible, genuine materials, and rich, lively patterns. But most of all we’re seeing the return of strong, statement colors. In the end, there are so many beautiful colors out there that evoke all kind of moods – why refrain from using them? This autumn marks the comeback of color.

58 PEOPLE & CREATIVITY

“IF I DON’T HAVE RED I’LL TAKE BLUE”- Pablo Picasso

60 PEOPLE & CREATIVITY

PH120108 - NORDLI chest of drawers

D15 - SVARTSJÖN soap dispenser

PH035040 - SKOJIG pendant lamp

PH414287 - SOVDAGS bedlinen PE366894 - IKEA PS bench

D12 - KVARNÅN towel

PE363610 - RIGOLIT pendant lamp

D36 - FRAMSTÄLLA gift bag

PE391413 - MAMMUT chair

PE414467 - INGEBORG bath towel

PE387493 - SINNLIG candle

PE374661 - LOCKSTA easy chair

PE414381 - DRIFTIG plate

PE391411 - MAMMUT table

PE414390 - FJÄDERMOLN cushion

62 PEOPLE & CREATIVITY

PE408236 - IKEA PS 2014 desk

PH035667 FÄRGRIK mug

PH028779

PH034195 IKEA PS LÖMSK swivel chair

PE412776 IKEA PS 2014 corner cabinet

PE413955 FADO table lamp D33 - SPRINGA cushion D32 - SPRINGA rug PE414383 DRIFTIG plate

PH035648 STRANDMON armchair

PH035320 KARLSTAD footstool

PE390682 KAJUTA table lamp

D46 SKOJA glasss

PE407778 IKEA PS 2014 pendant lamp

64 PEOPLE & CREATIVITY

PE376057 - RÅGRUND bathroom series

PH120359 - KVISLE wall newspaper rack D82 - NIPPRIG rug

PE168981 - PAPPIS box

T18 - IKEA PS chest of drawers

D81 - NIPPRIG basket

PE285159 - STORSELE armchair

PH120126 - HURDAL bed frame

PH028751 - NORNÄS chest of drawes

PE412750 - IKEA PS 2014 table

PE408655 - NORNÄS side board

PE374472 - FJÄLLBERGET conference chair

PH028736 - NORNÄS side table

PE344575 - VISIONÄR decor

PE382406 - PALLRA box

PE390580 - IKEA PS VÅGÖ chair

D121 - HEJSAN box

66 PEOPLE & CREATIVITY

PE414463 - KNOPPARP sofa

D35 - IKEA PS clock

PE329944 STOCKHOLM nightstand

PE414315 - MÄSTERBY stool

PH102679 - BOSNÄS footstool

PE352493 - SKÄCK bowl

PE380440 - EKERÖ armchair

PE403597 - NORDLI chest of drawers

PE391305 - STOCKHOLM chair

D59

PE382056 - STOCKHOLM glass cabinet

68 PEOPLE & CREATIVITY

PE339406 - STOCKHOLM sofa

KALLAX storage unit

PE401247 - HEMSTA lamp shade

PE400568 - HOLMSEL chair

PE379164 - KASTRULL saucepan

PE390033 - TVIS door mat

PH120185 - HURDAL linen cabinet

PE376839 - KASSETT box

PE349366 - FABRIKÖR glass cabinet

D45 - HÄLSA steel vacuum flask

PH035374 - SAMSPELT decoration

D22 - STRANDKRYPA duvet cover

PH035328 STOCKHOLM armchair

70 PEOPLE & CREATIVITY

D26 - NORDLI chest of drawers

PE414412 - HÅRTE table lamp

PH035469 - KARIT bedspread

PE363076 - SINNLIG candle

PE414289 - FÖRBLUFFAD saucepan

D58 - HEKTAR lamp

PE400353 - TARVA nightstand

T3 - SAMLA box

PE399228 - SÖDERHAMN sofa

PE414371 - MÄSTERBY stepstool

PE294026 - BEDÅRANDE glass

ARKELSTORP deskPE381795 - GUNNER table

D102

72 PEOPLE & CREATIVITY

PE197787 - JULES desk chair

PE414458 - HEJSAN box

PE414317 - LEKANDE bed spread

D118 - VISIONÄR decor

PE324111 - JONOSFÄR lamp

PE414373 - BUSUNGE chest of drawers

T12 - GADDIS basket

PE415679 - SOCKERKAKA baking cupsPE414323 - HÅRTE table lamp

PH034118 - MICKE desk

PE408207 - AVBILDA mug

PE414396 - BUSUNGE extendable bed

XXX

PH035378 - DATERAD gift bagPE414203 - IKEA PS 2014 bench