brand extensions

Ikea Expands Into TV Sales, Increases Sustainable DIY Designs

Posted by Sheila Shayon on April 17, 2012 05:00 PM

IKEA today previewed its seventh annual Ikea PS collection, showing at the Salone Internazionale del Mobile (Milan Furniture Fair) and arriving in European stores in August. But the bigger buzz was its move into home electronics, with the new Uppleva (Swedish for "uplifting") hybrid HDT/home entertainment center.

Integrating RCA's HDTV system into a flat-pack entertainment unit, the TV-embedded furniture "comes in three designs and will be sold first in Sweden, France, Poland, Germany and Italy in June, with a few more markets due to launch in the second half of the year," according to the Associated Press. "By the first half of next year, it will be available worldwide, with the cheapest costing about 6,500 Swedish kronor ($955)."

To test consumers' appetite for its latest innovation — which comes with a five-year warranty and integrates TV, Blu-ray, web inputs, speakers, one universal remote and, we presume, a very smart allen key —IKEA commissioned a five-country survey by pollster YouGov.

The survey found that "three out of four people want less visible cables in their living rooms and 50 percent wanted to reduce the amount of electronics lying about," AP notes, while "60 percent of the people asked have between three to four remote controls at home."

“We’ve realized that people are watching more TV and are using electronics in their living rooms more and more,” IKEA spokeswoman Ylva Magnusson told AP. “We came up with this because we found that people want to get rid of the cables and they don’t want those mountains of remote controls either.”

The 2012 PS collection’s focus, meanwhile, is similarly on cutting-edge Scandinavian furniture design that maintains the brand’s core values of quality at affordable prices, and this year’s product takes 60 years of IKEA design form, function and sustainability, combining the best of the past, present and future.

As examples of the collection's sustainable designs (see more in the videos below):

• designer Wiebke Braasch's new PS floor lamp transforms a tulle-covered '50s table lamp into a  ballerina-like LED floor lamp creating lighting that consumes up to 85% less energy than traditional incandescent bulbs

• Nike Karlsson’s three-seat sofa takes metal tube sofas of the '70s and filled them with pocket springs that are easier to recycle and come from the mattress industry

• and emphasizing natural materials, the IKEA PS 2012 side table and drawer use bamboo, a strong, fast-growing natural resource that helps sustain endangered forests. 

With the DIY retailer moving to scrap wooden pallets and increase its commitment to sustainable wood in products, sustainability is top of mind for the brand. Heck, it's even reducing its retail footprint — at least for its new tongue-in-cheek digital campaign which compresses an entire store into a single banner ad.

“At IKEA, we never stop looking for better ways to do things. For the IKEA PS 2012 collection, we looked at our history for inspiration, and challenged our designers to bring their designs forward with innovative products that belong in the future,” commented Janice Simonsen, IKEA U.S. Design Spokesperson and lead blogger for the Design by IKEA blog. “And of course, we asked them to do it all with affordability, as we believe good design belongs in real homes — everybody’s homes.”

"Families with kids, people who live in small spaces, people with limited budgets – there's something for everyone with this collection," says Mats Nilsson, range strategist with IKEA of Sweden. "Whether it's one piece or many, these IKEA PS products are meant to inspire people and meet their needs and desires at home."

Since its 1943 founding in Sweden in 1943, IKEA has consistently delivered quality design and function at reasonable prices…and encouraged the average person’s ability to self-assemble. With 330 IKEA stores in 40 countries — and now a smart move into tech-smart furniture and more sustainable design — the company's brand recipe is obviously working well.

Below, check out Ikea's Banksy-like street art promoting the 2012 PS collection preview at the Milan furniture fair, along with promos produced for Milan — including chief sustainability officer Steve Howard on its greener LED lighting:

Comments

Felicity United States says:

Excited about both these announcements, but have to wonder if the hybrid TV console will be "sustainable" too!

April 17, 2012 10:51 PM #

SRShayon United States says:

We asked IKEA about this and here is their response:
"The furniture of our all-in-one media solutions is produced with a technique which, minimise the amount of wood needed to produce high-quality products – and the use of hollow constructions means that every transport load can be maximised because it is so lightweight.

The electronic part of the offer is produced according the latest environmental criteria when it comes to energy efficiency, chemical substances and carries the Energy Class A. The LED technique in the TV provides better picture quality and reduces the energy consumption by 40% compared with conventional LCD TV’s. Even more, the TV has a light sensor which automatically adjusts the screen brightness according to the light conditions in the room, which contributes to lower energy consumption while maintaining the best picture quality."
Eja Tuominen, Commercial Manager, IKEA Living room and workspaces

April 18, 2012 01:32 PM #

Great Wall People's Republic of China says:

This TV Set looks very nice and beautiful design. You can also view our PS Vita topic page to find solution to movie playing on PS Vita. http://www.pavtube.com/put-movies-to-ps-vita.html

April 18, 2012 02:22 AM #

Catarina Tagmark Germany says:

Hi Sheila,
"Uppleva" means "experience" in Swedish.

Best regards,
Catarina Tagmark

April 18, 2012 03:07 AM #

SRShayon United States says:

Thanks for the correction!

April 18, 2012 08:46 AM #

Donnell Mandell United States says:

This design is steller! You certainly know how to keep a reader amused.| Between your wit and your videos, I was almost moved to start my own blog (well, almost...HaHa!) Great job. I really loved what you had to say, and more than that, how you presented it. Too cool!

April 22, 2012 01:56 PM #

Dan T. United States says:

Getting into the consumer electronics business is a risky move for them.  Issues with operation, setup and everyday use of complicated products (even though they are simplifying it greatly), could be hard for them to manage and service.  Do I take it back to Ikea for repair?  Can their support team help me program the remote?

April 23, 2012 04:27 PM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements