Hasselblad xIkea

Hasselblad xIkea

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Retail giant Ikea is partnering with cool camera maker Hasselblad and seven professional photographers to come up with a selection of images from the Hasselblad Master Award catalogue destined for sale in its stores.

The offering comprises eight exclusive pictures featuring both nature and portraits. They were shot by Dmitry Ageev, Lars van de Goor, Hans Strand, Bára Prášilová, Ali Rajabi, Tom D. Jones, and Joachim Schmeisser.

Ikea says research tell it people are moving away from valuing practical benefits of items to appreciating their emotional aspects. “This trend seems especially strong for Millennials who put higher value on emotional features, such as art and design, in order to create a home that is unique and aligns with their personality.”

“Photography is a vital way to express yourself and showcase the world from your perspective,” Ikea adds. “In this day and age with social media, this form of expression and art has become even more popular, creating a whole new group of everyday photographers.”

Image: Hasselblad

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