IKEA Production and retail group presented a new unusual line created in collaboration with its designers. The collection received a simple, but quite telling name "Tyg", which means "fabric" in Swedish.

The concept of the new campaign is that the buyer purchases a material with a unique design, and then independently makes a necessary wardrobe item or decorative element from it. In total, the line will include 16 variants of patterns, the rights to use which will be protected.

"Historically, we are known for our patterns and textiles, which have a long history of bold expressions. The new Tyg collection continues this journey with many inspiring drawings from 13 designers who participated in the project," comments Marie Olsson, IKEA Home Textiles and Carpets Product Range Manager.

In our opinion, by providing its customers with the material as a finished product, IKEA has strengthened its connection with the target audience by maximizing its contact with the brand's products. It is also important to note that in the process of selling the fabric, buyers will be able to rethink the brand, present their interpretation of its products.

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