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KRISTOFFERSSON, Sara a red line, or a core, can be found when studying Ikea’s brand values from the 1980s and 90s. The philosophy is expressed in both shorter and longer versions. The short one is: ‘The IKEA concept in a nutshell. To create a better everyday life for the many people.’ 22 This is the first thesis in The Testament of a Furniture Dealer which Kamprad wrote in 1976. 23 The title has religious undertones and the theses speak of morality and social justice. 3. Ikea and the Swedish Model: Paradise lost? By references to Swedish design history and the romantic image of Sweden, Ikea makes use of established beliefs – and in doing so, reinforce them. However, there are different ways of looking at Sweden and Swedish design. The image is perhaps selling but the question is whether it reflects reality. The notion of Swedish design corresponds to the established image of Sweden as a “model state”. Marquis Child’s book Sweden: The Middle Way (1936) is one of the more common descriptions of the idea of the Swedish model as the middle way between communism and capitalism. But the idea of Sweden plays a crucial part in the Swedish selfimage. The success story of how Sweden went from a recent past of inequality and poverty to a Social-Democratic welfare state, has been recycled by a numbers of Swedish historians. In the late 1970s the Swedish model reached the peak of its influence and began to be challenged. In the 1980s the Social Democratic model began to lose it’s hegemony in the intellectual debate. The crisis and depression that characterized the 1990s was followed by a debate where the ideological foundations of the Swedish model were questioned, including the moral and normative foundations, which were criticised for putting the common good before the interest of individual citizens and minorities. 24 The historian Jenny Andersson presents the idea that, after the crises of the 1990s, the “Swedish Model” was back again and Sweden emerged as a renewed utopia. One example that supports this idea is the publication by journalist Robert Taylor’s pamphlet Sweden – Proof That a Better World is Possible (2005). 25 Another example is Fishing in Utopia (2008), by the journalist Andrew Brown, in which he describes his infatuation with the social democratic model society. He deplores the fact that this society no longer exist, and grieves a disappeared future. 26 Andersson also claims that Sweden post 1990s suffers from a kind of nostalgia, in which the Swedish Model emerges as a kind of paradise lost. The concept “People’s home” became a slogan 22 Ikea Concept Description, Inter Ikea Systems B.V., 2004, p. 4. 23 The Testament of a Furniture Dealer, Inter IKEA Systems B.V., 2007 (1976). 24 Jenny Andersson. Nordic Nostalgia and Nordic Light. The Swedish model as Utopia 1930-2007, Scandinavian Journal of History Vol. 34, No. 3, 2009, pp. 229-245. See also Urban Lundberg and Mattias Tydén. In Search of the Swedish Model. Helena Mattsson, and Sven-Olov Wallenstein (ed.). Swedish Modernim. Architecture, Consumption and the Welfare State. London: Black Dog Publishing, 2010. 25 Robert Taylor. Sweden: Proof That a Better World Is Possible. London: Compass, 2005. 26 Andrew Brown. Fishing in Utopia. Sweden and the Future that Disappeared, London: Granta, 2008. and was used as a political strategy for reclaiming a lost utopia. The decade also witnessed a revival of interest in Nordic design (or Scandinavian, which is often used synonymously in the English-speaking world), both in its more exclusive variants such as the work of Danish designers like Hans Wegner and Kaare Klint, as well as mass-produced versions like Ikea. 27 This can be understood in the light of nation branding. It is wellknown that recent decades have been marked by a revival of nationalism. Although it is not synonymous with older forms of nationalism, national images and stereotypes seem to become more important in an era of globalization. This is also an observable fact in Sweden, where there have been debates about the notion of Swedishness and what defines Swedish values. 28 The way Swedes conceive of Sweden is a fundamental part of how the image is shaped abroad, and in this context Ikea plays an important role. 4. ’The Social Democrats built the welfare state. Ingvar Kamprad furnished it.’ This has become a saying in Sweden. In 2008, Ikea came on top of the Förtroendebarometern, an annual survey of the institutions in Swedish society and what level of confidence Swedes have for them. 29 The result can be understood as an expression of national mythologizing. Ikea is frequently described with references to politics: ‘IKEA is a community builder as much as a home decorator. Side by side with national political programmes, the company has slogged away to realise the founders project: to be for the many people by the means of, as they say, a democratic design.’ 30 And the founder Kamprad is often portrayed as a philanthropic politician rather than a crass businessman, by others and himself: ‘What keeps me going is the feeling that in a broader sense, I participate in a massive democratization project.... ’ 31 Kamprad is a kind of advertising figure for Ikea. He not only personifies the brand but also an image of Sweden and a general Swedish self-image. But, like the success story of the Swedish welfare, Kamprad has been criticized. Most damning are the revelations about the founder’s involvement in Nazi movements. Journalistic investigations by those in power are usually welcomed by Swedes. But in this case there was a widespread disapproval of the criticism. This might be due to the exalted view of Kamprad and Ikea among Swedes. It is possible that Swedes want to maintain the Swedish success story and the myths of Sweden. A postmodern understanding of history claims that it is not fixed, but instead a construct that can be produced and used for different purposes. According to this approach, there are multiple pro- 27 Jenny Andersson. The Library and the Workshop: Social Democracy and Capitalism in an Age of Knowledge, Standford University Press: 2010. 28 Scandinavian Journal of History Vol. 34, No. 3, 2009 29 Förtroendebarometern is produced by Medieakademin, Gothenburg. http:// www.medieakademien.se 30 Staffan Bengtsson. On a democratic concern. In: Ikea at Liljevalchs Konsthall, Stockholm: Liljevalchs, 2009. 31 Bertil Torekull. Kamprads lilla gulblå (Kamprad’s little yellow and blue), Stockholm: Ekelids förlag, 2011, p. 36. My translation. Design Frontiers: Territiories, Concepts, Technologies 296
Sweden designed by Ikea ducers of history. A company, like Ikea, is one such producer. This leads to questions like: What happens when history becomes a part of corporate branding? The corporation’s creation of history has certainly a commercial motivation but, in a larger perspective, it can have political, ideological and existential consequences. References Andersson, J. 2009. Nordic Nostalgia and Nordic Light. The Swedish model as Utopia 1930-2007, Scandinavian Journal of History Vol. 34, No. 3, 2009, pp. 229-245. Andersson, J. 2010. The Library and the Workshop: Social Democracy and Capitalism in an Age of Knowledge, Standford University Press. Bengtsson, S. 2009. On a democratic concern. In: Ikea at Liljevalchs Konsthall, Stockholm: Liljevalchs. Brown, A. 2008. Fishing in Utopia. Sweden and the Future that Disappeared, London: Granta. Creah, L, Kåberg, H, Miller Lane, B (ed.) 2008. Modern Swedish Design. Three Founding Texts, New York: Museum of Modern Art. Democratic design. A book about form, function and price – the three dimensions at IKEA. 1995. Inter IKEA Systems B.V. Democratic design. 1996. Inter IKEA Systems B.V. Ekmark, L. Interview. 16/12/11. Unpublished. Fallan, K. 2012. Scandinavian Design: Alternative Histories. London: Berg. Glover, N. 2009. Imaging Community. Sweden in ’cultural propaganda’ then and now. Scandinavian Journal of History, Vol. 34, No. 3: 246-263. Hrdilickhova Flygare, I. Interview. Helsingborg 03/12/03. Unpublished. http:/www.ikea.com http://www.medieakademien.se IKEA PS. Forum for modern design. 1995. Inter IKEA Systems B.V. IKEA Tillsammans. 2011. Inter IKEA Systems B.V. IKEA Concept Document 2003. Style Groups 2004. 2004. Inter IKEA B.V. Ikea Concept Description. 2004. Inter Ikea Systems B.V. Kamprad, K. Notes from meeting in Humlebaeck, 03/09/76. Kumpolainen, L And Ekmark, L. Interview. 12/06/09. Unpublished. Lundberg, U & Tydén, M. 2010. Search of the Swedish Model. In MATTS- SON, H AND WALLENSTEIN (ed.) Swedish Modernim. Architecture, Consumption and the Welfare State. London: Black Dog Publishing. Range News and info. 2001. Inter IKEA Systems B.V. Salzer, M. 1994. Identity across borders. A study in the IKEA world, Linköping: Linköping University. Taylor, R. 2005. Sweden: Proof That a Better World Is Possible. London: Compass. The Testament of a Furniture Dealer. 2007. Inter IKEA Systems B.V. Torekull, B. 2011. Kamprads lilla gulblå (Kamprad’s little yellow and blue), Stockholm: Ekelids förlag. Vackrare vardag 1990. Ikea Folder, 1990. Wästberg, O. 2009. The Symbiosis of Sweden & IKEA. Public Diplomacy Magazine. About the authors Sara Kristoffersson, PhD, is Guest Professor of Design History at Konstfack University College in Stockholm and a critic. She has published a number of articles on various aspects of design and lectures widely. She is currently working on a research project about Ikea. Design Frontiers: Territiories, Concepts, Technologies 297
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Design Frontiers: Territories, Conc
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The following chapter contains 28 p
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68 The Information Department at th
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179 Political Toys: Perón’s gift
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285 Design promotion in Belgium in
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396 Graphic innovations implemented
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502 The graphic translation by the
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612 About the editors / 613 About I
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Art, symbolism and power in Moche S
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JORDÁN, Régulo Franco Figure 5. H
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JORDÁN, Régulo Franco Figure 14.
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Pioneers of Brazilian Design CUNHA
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CUNHA LIMA, Guilherme Janeiro. In t
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Traditions, archaeologies and genea
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Traditions, archaeologies and genea
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History of design education Haruhik
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Academies of Art and schools of Des
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Academies of Art and schools of Des
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A fruitless misunderstanding: the h
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Japanese industrial design concepts
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AMAGAI, Yoshinori design new Japane
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Best Maugard, Elena Izcue and Theod
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BARBOSA, Ana Mae Figure 2. Surface
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BARBOSA, Ana Mae lic education. Mas
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Design history: from service subjec
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Design history: from service subjec
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Pevsner on Design education: meetin
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Pevsner on Design education: meetin
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Antipodean Design Science: applied
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WAITE, Noel nificant sea-change in
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Bauhaus pedagogy and digital design
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ANAY, Hakan / ÖZTEN, Ülkü concep
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ANAY, Hakan / ÖZTEN, Ülkü Ülkü
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The Information Department at the U
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The Information Department at the U
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Search for meaning: a study on the
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CAMARGO, Iara Pierro de / VELLOSO,
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CAMARGO, Iara Pierro de / VELLOSO,
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(not)Solving (non)problems: Design
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(not)Solving (non)problems: Design
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The role of typeface categorization
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A sparkle in people’s eyes PACHEC
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PACHECO, Heliana Soneghet / TOLEDO,
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Past, present and future of designe
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LIMA, Ana Gabriela Godinho / STEFAN
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John Ross’ pioneering role and co
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RYU, Hyun-guk The author(s) of this
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RYU, Hyun-guk The author(s) of this
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Teaching arts and crafts or the tec
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Teaching arts and crafts or the tec
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Design in Brazil: which revolution?
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NOBRE, Ana Luiza Nations Economic C
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The historical trajectory of the pi
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The historical trajectory of the pi
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Educational practice discourse on t
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OLIVEIRA, Izabel Maria de / COUTO,
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Identities and territories Oscar Sa
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The island of Italian Design? Some
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The island of Italian Design? Some
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Design without borders: the nomadic
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BARBOSA, Lara Leite be made with in
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BARBOSA, Lara Leite goods. A better
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Redesigning Turkish cult objects: f
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Redesigning turkish cult objects: f
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Incubation in isolation: how distan
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SMYTHE, Michael Figure 3. from left
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SMYTHE, Michael Figure 7. from left
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SMYTHE, Michael Figure 11. from lef
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Design Promises: the case study of
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BOONLAOR, Nanthana / CHUENRUDEEMOL,
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BOONLAOR, Nanthana / CHUENRUDEEMOL,
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Who’s who in brazilian design? No
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SOUZA LEITE, João de vironments. 4
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Territories of practice: convergenc
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TEASLEY, Sarah The author(s) of thi
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TEASLEY, Sarah The author(s) of thi
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Paradise identity, between projecti
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Paradise identity, between projecti
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Politics of fragility in Catalonia:
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MITRANI, Alex whether on a table to
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Designing ‘The House of Man’: F
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MEKINDA, Jonathan solini’s regime
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‘Swedish Modern’ meets internat
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HAGSTRÖMER, Denise specially commi
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Imported design ideas and its sprea
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CORTÉS, Dannae / CRUZ, Aura / GALL
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Political Toys: Perón’s gifts fo
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BENDESKY, Mora Figure 2. Mundo Pero
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The identity and design of the mode
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YOSHIMURA, Noriko cles were adopted
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Lira Popular, chilean broadsheets f
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MALACCHINI, Simoné pages had been
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MALACCHINI, Simoné Acknowledgment
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The signature of Portuguese posters
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The signature of Portuguese posters
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From the improvisation to the solut
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SILVA, Camila Assis Peres / LIMA, G
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Design of dissent: the multimodal d
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Figure 6/7/8/9. Glaser: 1997, Olive
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Design and the street GEIGER, Noni
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GEIGER, Noni Figure 2. Some spreads
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GEIGER, Noni Latour, B. 2008. “A
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Designing new tattoos technology. T
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Designing new tattoos 5. Conclusion
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Outside looking in: foreign percept
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Outside looking in: foreign percept
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Corporate identity in a global mark
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SKJERVEN, Astrid of the UK protecto
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Mapping and analysis possibilities
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PEREIRA, Fabiano Encourage recognit
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PEREIRA, Fabiano Figure 8. Filezim
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Graphic narratives of the domestic
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SOLóRZANO, Augusto / CORREA-ORTIZ,
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SOLóRZANO, Augusto / CORREA-ORTIZ,
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Place branding: graphic design’s
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CARDOSO, Helder / PERASSI, Richard
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CARDOSO, Helder / PERASSI, Richard
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Public information: Design, visibil
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Here we don’t speak, here we whis
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Page 261 and 262: A practical experience on acting lo
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Joining Up: evaluating technologica
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Making Space: the future places, to
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Making Space: the future places, to
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Designing through the loop: program
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SILVA-JETTER, Jorge The following e
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SILVA-JETTER, Jorge importance to n
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Sewn or Simulated: transformational
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Sewn or Simulated: transformational
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The use of ceramics within the sign
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FERRAZ, Nicoli / ALVAREZ, Cristina
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FERRAZ, Nicoli / ALVAREZ, Cristina
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History, Design and technology in t
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History, Design and technology in t
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Design for glass: a study of the hi
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Design for glass: a study of the hi
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How to supply designers effectively
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ZITKUS, Emilene / LANGDON, Patrick
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ZITKUS, Emilene / LANGDON, Patrick
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Online platforms for the co-Design
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Online platforms for the co-Design
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Relationships between Neuroscience
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Relationships between Neuroscience
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The voices of the users: how techno
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ESSI, Kuure / LINDSTRÖM, Antti tec
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ESSI, Kuure / LINDSTRÖM, Antti Enc
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Graphic innovations implemented in
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Graphic innovations implemented in
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Firebird: Alex Steinweiss’ 78rpm
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Firebird: Alex Steinweiss’ 78rpm
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The presence of the autotype techni
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Dutch maps of Pernambuco from the s
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Dutch maps of Pernambuco from the s
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Co-ordinated design policy and the
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PRESTON, David Henrion and Parkin
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From ‘Do it yourself’ to ‘Ope
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MALDINI, Irene the stages of creati
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Contributions of improvisation tech
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MASSARA, Bruno Based on a deleuzian
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Human development design centered:
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FLORES MAGóN Y JIMÉNEZ, Héctor /
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FLORES MAGóN Y JIMÉNEZ, Héctor /
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Identity across boundaries. A study
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Identity across boundaries. A study
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Digital clothing manufacture: digit
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Digital clothing manufacture: digit
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How to go from the file to the fact
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BARBOSA, Wilson / CELANI, Gabriela
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Space, information and cosmology in
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BOECHAT, Marina Pantoja tween ‘ph
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The new imperialism: the internatio
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Frontiers of looking past: a Nietzs
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Frontiers of looking past: a Nietzs
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Design, histories, empires and peri
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Design, histories, empires and peri
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Mythification of national discourse
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Mythification of National Discourse
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Mythification of National Discourse
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Towards a digital batavia: resonanc
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Towards a Digital Batavia: Resonanc
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Questionable translatability: theco
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Questionable translatability: theco
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Eastern craft in Orientalism and Mo
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Eastern craft in Orientalism and Mo
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Mapping Cup & Saucer Design in the
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Mapping Cup & Saucer Design in the
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Mappin tells the history of graphic
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“Go you too to Amazonia”: analy
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“Go you too to Amazonia”: analy
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Organic Design, MoMA 1940: the brea
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Organic Design, MoMA 1940: the brea
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Modern design meets Latin America:
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Modern design meets Latin America:
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Lina Bo Bardi and Aloisio Magalhãe
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Lina Bo Bardi and Aloisio Magalhãe
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The graphic translation by the desi
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The Graphic Translation by the Desi
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The design of Manoel Bandeira: a hi
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The design of Manoel Bandeira: a hi
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Open strand Victor Margolin / Chair
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Brazilian Graphic Design in the ‘
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Brazilian Graphic Design in the ‘
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The Design of book bovers in Brazil
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The Design of book bovers in Brazil
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The design of Fred Jordan With his
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The design of Fred Jordan Figure 2.
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Domestic technologies and moderniza
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Domestic technologies and moderniza
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la escuela de Artes y Oficios de sa
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CAsTillO, eduardo The author(s) of
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Itineraries for a Design Culture in
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FARKAS, Mónica / STERLA, Mauricio
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Sertanejo Art Deco: an inspiration
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SOUZA, José Marconi B. de / ROSSI,
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SOUZA, José Marconi B. de / ROSSI,
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Souza, José Marconi B. de / Rossi,
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Architectural lettering: from infor
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Architectural lettering: from infor
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A dialogue between art and city thr
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HANNS, Daniela Kutschat / DE MARCHI
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Vernacular design: a discussion on
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Vernacular design: A discussion on
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Italian Radicals and Dutch conceptu
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Italian Radicals and Dutch Conceptu
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Italian Radicals and Dutch Conceptu
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Art criticism and the semantic cons
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Art criticism and the semantic cons
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Interieur Kortrijk, an edu-commerci
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Interieur Kortrijk, an edu-commerci
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The story of convertible Sofa-Bed:
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MERZALI CELIKOGLU, Ozge / ER, Alpay
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MERZALI CELIKOGLU, Ozge / ER, Alpay
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Vapourware and the agency of ideas
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Vapourware and the Agency of Ideas
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Pre-Columbian Asceticism: the Tuza-
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Pre-Columbian Asceticism. The Tuza-
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The collection of textbooks “Tape
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RAMIL, Chris standards for the layo
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“Their pen draws everything, as i
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Diniz, Kollontai The author(s) of t
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Diniz, Kollontai The author(s) of t
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Cruzeiro Novo Project: Design and t
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Cruzeiro Novo Project: Design and t
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Design for a sustainable culture Fi
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Design for a sustainable culture th
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Design for a sustainable culture al
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Design and biodiversity: the produc
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Design and biodiversity: the produc
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Lightness and beauty in furniture d
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Lightness and beauty in furniture d
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About ICDHS / The International Com
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Emmanuel Ruffo / Institute for Arch
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