IKEA’s Vision of “1st” Youth Independence
The first place, the first party, the first move. Life paths meet design paths at the exhibition imagined by IKEA for Design Week. “1st – the first time” is an exhibition/event that the yellow-and-blue brand dedicates to one of the most important topics for young generations: imagining one’s own space of independence, the first time living alone. The Visconti Pavilion, located at Via Tortona 58, is the stage for an exhibition/journey through the rooms of the heart and the historical objects of the Swedish brand. A large installation and a DJ set will welcome numerous artists during the evenings of Fuorisalone: first on stage, the Italian rapper Big Mama at the party on April 14th.
Jesper Brodin, CEO of Ingka Group, introduced IKEA Live Studio, a new in-store experience that will be inaugurated at the IKEA store on Oxford Street in London. Among the innovations presented by the group are BRÄNNBOLL, a setting designed for the needs of gamers, and the revamps of the KLIPPAN sofa and POÄNG armchair, two bestsellers by designer Noboru Nakamura.
“1st” renews the idea of democratic design by Ingvar Kamprad, the founder of the Swedish brand, giving space to the experiences of young people from around the world as they approach independence. A collective story gathered in the fanzine “Catalogue!!!”, created by IKEA in collaboration with Studio Dazed and available exclusively at the Visconti Pavilion for the duration of Fuorisalone, from April 15 to April 21.
Text: Emanuela Colaci
Photos: Andrea Sgambelluri
