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

thermalben's picture
thermalben's picture
thermalben Monday, 20 Sep 2021 at 7:49am

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

chico's picture
chico's picture
chico Monday, 20 Sep 2021 at 7:54am

Comment of the year. Haha you seem less than impressed

Baron von Spatula's picture
Baron von Spatula's picture
Baron von Spatula Monday, 20 Sep 2021 at 10:10am

...WHAT! no IKEA/WSL co-branded salty liquorice? (sad face)

seaslug's picture
seaslug's picture
seaslug Wednesday, 22 Sep 2021 at 7:43pm

Haha good one Ben

Redmond Clement's picture
Redmond Clement's picture
Redmond Clement Monday, 20 Sep 2021 at 7:58am

Do they come in a flat pack?

criso's picture
criso's picture
criso Monday, 20 Sep 2021 at 8:04am

What, no ikea surfboards

memlasurf's picture
memlasurf's picture
memlasurf Tuesday, 21 Sep 2021 at 3:24pm

Ha imagine putting one of those together with an allen key!

andy-mac's picture
andy-mac's picture
andy-mac Monday, 20 Sep 2021 at 8:07am

Had to check date that it's not 1st April....

el Sid's picture
el Sid's picture
el Sid Monday, 20 Sep 2021 at 10:18am

Tragic

AndyM's picture
AndyM's picture
AndyM Monday, 20 Sep 2021 at 10:19am

Be more sustainable by consuming more - makes perfect sense.

simba's picture
simba's picture
simba Monday, 20 Sep 2021 at 10:55am

futuristic inovations...........

Trentslatterphoto's picture
Trentslatterphoto's picture
Trentslatterphoto Monday, 20 Sep 2021 at 11:22am

they should make a spew bag for those willing to watch such blatant corporate shenanigans

ringmaster's picture
ringmaster's picture
ringmaster Monday, 20 Sep 2021 at 12:19pm

When are the Rob Machado 'eco friendly' hair extensions being released?

Nick Bone's picture
Nick Bone's picture
Nick Bone Monday, 20 Sep 2021 at 12:56pm

Surprised Rob is involved. Sold out or arm twisted?

AndyM's picture
AndyM's picture
AndyM Monday, 20 Sep 2021 at 1:14pm

Whoever wrote that should be sacked.
That grab-bag of buzzwords and platitudes can't possibly be taken seriously, it's pure satire.

AndyM's picture
AndyM's picture
AndyM Monday, 20 Sep 2021 at 1:23pm

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.”

Fliplid's picture
Fliplid's picture
Fliplid Monday, 20 Sep 2021 at 7:34pm

Send your resume in to the marketing dept. I reckon you'd get the job

OHBILLY's picture
OHBILLY's picture
OHBILLY Thursday, 23 Sep 2021 at 6:17pm

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.

Wong's picture
Wong's picture
Wong Monday, 20 Sep 2021 at 1:55pm

The surf community I don't want to know, or be part of.

nickca's picture
nickca's picture
nickca Monday, 20 Sep 2021 at 3:43pm

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

Patrick0710's picture
Patrick0710's picture
Patrick0710 Monday, 20 Sep 2021 at 3:48pm

Partridge can finally learn to surf. The revolution is complete.

Fishlegs's picture
Fishlegs's picture
Fishlegs Monday, 20 Sep 2021 at 7:27pm

I invented a new thing, it's called.........Hhhhmmmm a Skate Board.

tubeshooter's picture
tubeshooter's picture
tubeshooter Monday, 20 Sep 2021 at 8:13pm

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?

spinafex's picture
spinafex's picture
spinafex Monday, 20 Sep 2021 at 9:08pm

WSL to team up with Bunnings to produce a line of fence stains

Johan Wohlleben's picture
Johan Wohlleben's picture
Johan Wohlleben Monday, 20 Sep 2021 at 10:55pm

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.

frog's picture
frog's picture
frog Tuesday, 21 Sep 2021 at 8:24am

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.

tango's picture
tango's picture
tango Tuesday, 21 Sep 2021 at 10:18am

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.

backyard's picture
backyard's picture
backyard Tuesday, 21 Sep 2021 at 12:46pm

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.

frog's picture
frog's picture
frog Wednesday, 22 Sep 2021 at 9:11pm

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.

tubeshooter's picture
tubeshooter's picture
tubeshooter Thursday, 23 Sep 2021 at 6:31pm

I wonder where they get these innovative ideas..

spenda's picture
spenda's picture
spenda Thursday, 23 Sep 2021 at 7:07pm

It feels like that movie "The Island".

lozv's picture
lozv's picture
lozv Saturday, 2 Oct 2021 at 5:52am

What can I say??? thank, thank you, thank you for enriching our lives....with more useless over-priced rubbish

Trentslatterphoto's picture
Trentslatterphoto's picture
Trentslatterphoto Monday, 4 Oct 2021 at 12:55pm

junk