Ikea has launched a new collection in partnership with Cairo-based lifestyle brand Reform Studio.
The Swedish furniture giant’s Overallt collection takes inspiration from the African contemporary design scene, also working alongside South-African brand Design Indaba.
Eco-friendly brand Reform Studio, founded by Hend Riad and Mariam Hazem, aims to promote sustainability culture. For the Ikea collection, items have been designed to reflect Egyptian-African lifestyles and the preservation of natural resources.
The limited-edition collection features a mix of furniture, textiles, tableware and sustainable fashion items, and has been crafted by a team of ten African designers.
“We’ve been interested in the ritual of people slowing down, sitting, eating and drinking together,” said Bethan Rayner, one of the collection’s designers. “We cook and work a lot. Looking after our children takes up a big chunk of our lives. But, however busy we are, we always stop to eat together.”
Among the sustainable items in the collection are a rug made from hemp material and packaging waste, and a tote bag made from waste materials.
The collection is available to shop online and in Ikea stores now.
