Tumblers, bags and balance boards: WSL's new range for IKEA
(PRESS RELEASE, 20th September): In partnership with World Surf League, IKEA has been exploring how to meet the home furnishing and lifestyle needs of active, on the go-ers in the surfing community, and how to bring those learnings to the many people. Today, a first reveal of the collection is made during a talk at the new IKEA Festival, showcasing how form and function are important enablers for a better life at home, on the go, and for a cleaner planet.
Since 2019, IKEA has partnered with the leading sports organization for surfers, World Surf League to develop a new collection inspired by a lifestyle that is close to the ocean, conscious of the planet, and active in its form. The collection, which will be available in stores globally starting spring 2022, features a range of practical and beautifully designed products indented both for the home, the beach, or wherever life takes them.
“We are really proud and excited by the progress and the great work of the team behind this collaboration. A particular point of pride is how we have managed to gather input for this collection from several hundreds of people involved in the surfing community. We have been really tuned in to their needs in the development of this collection, pushing both form and function while also ensuring the use of more sustainable materials” says James Futcher, Product Design Leader at IKEA of Sweden.
The design process and collaboration have revolved around a common set of values around sustainability and to minimize impact on both people and planet. The collection has been developed with a focus on including more renewable materials like wood, and materials from recycled sources such as polyester. In addition, as was revealed during the IKEA Festival, a bag uniquely designed to also function well for beach clean ups will also be included in the collection.
“As surfers we are close to the ocean and often see first-hand how pollution and waste are affecting our waterways and oceans. We are stoked now to see the KÅSEBERGA collection coming to life, and that our common strive to make society more sustainable really comes through in many of the new products. It’s exciting that we together are coming up with empowering solutions to be part of the proactive change” says Kassia Meador, part of the WSL and IKEA design team.
Featured in the recent IKEA Festival, the following products from the collection were revealed for the first time:
- Balance board – Design by M Axelsson/R Machado
- Beach-bag – Design by K Meador/W Braasch
- Glassware – Design by K Meador/W Braasch
The IKEA and WSL design team consist of Kassia Meador, Kim Hogan, Rob Machado, Jason Penning, Daniel Willon from WSL, and Mikael Axelsson, Wiebke Braash and Mehmet Mehmetalioglu, from IKEA. The KÅSEBERGA collection will be launched globally during spring 2022.
Comments
So, it took 'em two years to develop a drinking glass (looks the same as their 'Vattendans', but with a different pattern), a Woolies shopping bag, and the offcuts from a game of Kubb.
https://www.facebook.com/watch/?v=2370405043195123
Comment of the year. Haha you seem less than impressed
...WHAT! no IKEA/WSL co-branded salty liquorice? (sad face)
Haha good one Ben
Do they come in a flat pack?
What, no ikea surfboards
Ha imagine putting one of those together with an allen key!
Had to check date that it's not 1st April....
Tragic
Be more sustainable by consuming more - makes perfect sense.
futuristic inovations...........
they should make a spew bag for those willing to watch such blatant corporate shenanigans
When are the Rob Machado 'eco friendly' hair extensions being released?
Surprised Rob is involved. Sold out or arm twisted?
Whoever wrote that should be sacked.
That grab-bag of buzzwords and platitudes can't possibly be taken seriously, it's pure satire.
I stole the following from somewhere else, maybe Ikea could steal it too for their next campaign.
Not only totes hilaire, but it also resonates with one's lived experience.
"What I think is unique to surfing, and is universally legible, is the culture and spirit of surfing.
And beyond human to human respect, there is an Earth to human connection intrinsic to the activity itself that forces a holistic and progressive approach to sport.
It’s responsible in a way that just can’t be matched by anything happening in a stadium. The growth of surfing into its deserved place in the world of serious sport seems, to me, a force for good.”
Send your resume in to the marketing dept. I reckon you'd get the job
Stab. I'll say it. "We sit down with a non-surfer to get their take on surfing" or some bulls*#t like that.
Who fluffin' cares what a non-surfer has to say... really.
The surf community I don't want to know, or be part of.
Celibate Rifles. I Shoulda
Got to re-prioritise,get that corporate style
Get the new IKEA catalog
And some really bitchin’ tiles
Then I’ll unleash the power within
And get that winning smile
Partridge can finally learn to surf. The revolution is complete.
I invented a new thing, it's called.........Hhhhmmmm a Skate Board.
The KASEBERGA Collection,, pushing both form and function . Hilarious
"a bag uniquely designed to also function well for beach clean ups...." , , who writes this shit?
WSL to team up with Bunnings to produce a line of fence stains
So sad that it’s almost funny. The sellouts are eventually going to sell themselves out-woops as said by AndyM you can’t be seen as sustainable unless you consume to show it off and try so hard to fit the image.
The surfing industry's boom years were fuelled by surfing being seen as "cool" to surfers and non-surfers alike. Coolness sent streams of teens, students, mums and dads and even bogans into surf stores to spend up big on t-shirts and fashion with funny little logos. A surf brand could seem like something otherworldly and the logos were worn with pride.
Interestingly, the ISP nor ASP was never cool. No tennis fan wants to wear an ATP t-shirt. No footy fan wants to wear AFL branded stuff. They want to identify with something apart from the mundane work of sports administration and contest organisation. A team maybe or a lifestyle.
The WSL can't be cool or an attractive brand almost by definition. Even more so with Elo and a bunch of MBA qualified monetisers at the helm spreading uncoolness and department store product lines far and wide.
Not much fuel in the WSL tank.
I can't work out why they didn't; go with KOOKEBERGER for the name. Much better ring to it.
And as for promoting taking glass onto the beach....FFS.
I can't get behind this collaboration going forward, until they come up with a bong and stubby holder. And the above mentioned (Ringmaster) eco friendly hair extensions.
Elo is reported to be working on a new range of unisex lycra reverse g-string twerk wear - designed for pre SUP twerking session warm ups on crowded beaches.
Huge untapped market.
That boy got vision.
I wonder where they get these innovative ideas..
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It feels like that movie "The Island".
What can I say??? thank, thank you, thank you for enriching our lives....with more useless over-priced rubbish
junk
May 2022 thanx swellnet > WSL IKEA spring Collection ...Time has come today!
Design Input from 3,500 surfers > Brazil, Japan ,Sweden & Hawaii
https://about.ikea.com/Life-at-home/Behind-the-scenes/2022/04/18/IKEA-a…
WSL Ikea Surfie store is now open...just hold yer seahorses, don't all rush the new lines at once...
WSL KASEBERGA product line has expanded...(Strictly limited Edition!) Prices are in Oz dollars
$7 Glass $14 Carafe / Drink Bottle (Black / Tan) / Debris Bag / Wettie Bag $18 Belt Bag $21 Hats Tropmando or Rainbow / Trop-bow Towel $27 Hand Plane / Hamper-Cooler $42 Poncho( Tropmando / Tropbow) $50 Framed Surf Sketch $56 Rug / Beach Chair (2x patterns) $70 Lamp Shade / Canope / Backpack / Charcoal Grill $92 Yoga Mat $125 Balance Board $140 Peg Board / Paipo Board Table
tbb : Bonus > Boardriders (Custom) Ikea
Peg Board Long Arms hold Surfboard + Shelves > Fins / Handplanes + Hooks > Leggies
Custom Surf Furniture is of base level design ....some surf resorts dabble in similar (Hangs / Racks)
Still worth a look!
https://res.cloudinary.com/valmorganaus/images/w_1480,h_888,c_scale/f_a…
Full Product Range on display here...
https://www.ikea.com/us/en/cat/kaseberga-collection-57225/?page=2
tbb shared this range as it is designed for surfers by surfers & not all is overly priced + Ltd edition
Sure! tbb is not a buyer but can also see Ikea can hook a large untapped market here.
Norse Golden Breed....all very tidy carefree design has low footprint & price...should appeal to surfies.
Surf Flick! Almost forgot...gotta have a Surf Flick
Why?
batfink asks Why!
WSL / IKEA are muscling out Huey!
Here's their subversive evil twisted plot...
Notorious Carafe & Murky Glass set, harbours retirement condos for Sea-monkeys
( In the Vidz ...You can actually see the WSL VIPs watching their money grow! )
Handplane transforms into Jetsam (Ok! So the crew can easily spot that one!)
Charcoal Grill transforms into a Skimboard & on flatter days doubles as a bespoke Laptop Bongo.
Cooler Lid transforms into an Emergency Maccas Tray Slide Ride.
Balance Board transforms into a Micro Grom Board with front & rear CS Brake Pads.
Coffee Table transforms into a Hybrid Hover Foily Paipo...(Needs verification from the crew!)
Peg Board transforms into a square nose Bodyboard Twinnie...(Multi Fin options)
Wettie change brings yer WOTD Home in a bag...[ Covid Safe Surf from Home Package ]
So what does Huey think of these Green Room Corporate Raiders
Huey's in Iso after testing [+] for highly effluent CS strain...here's a word from his Covid Safe Sponsor...
Goodvibes : "WSL should stick to Ikea Couch Surfing their VIP DIY BYO Covid Waves & #! %" [censored]
MSM : "Cover yer ears Gromz... just another hostile misinforant from a scurrilous Hodad Sea Captain!"
[ Vote 1 Goodvibes ]