IKEA’s Newest Collection Brings Long-Awaited Style to the Gaming Den
13.05.2024 - 21:23
/ variety.com
Anna Tingley If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission. In a nod to the ever-evolving needs of gamers and their households, IKEA has proudly announced its latest collection: BRÄNNBOLL. Blending comfort, style and versatility, the new lineup boasts 20 distinct pieces designed to transform gaming setups into seamless extensions of home decor.
The collection was first unveiled at Milan Design Week last month — marking the Swedish furniture brand’s second time at the esteemed fair — and hits stores this September. As the global gaming community has skyrocketed to a staggering 3.3 billion people, gaming has transcended mere hobby status to become an integral part of daily life for millions. Recognizing this shift, IKEA stepped onto the scene with their new collection, offering smart solutions tailored not only for gaming aficionados but also for those seeking multifunctional furniture that effortlessly transitions between leisure and everyday living.
The IKEA team conducted extensive research, visiting hundreds of gamers’ homes to figure out what gaming looks like in reality and what holes still needed to be filled in the market. They found many. “There are so many stereotypes associated with gaming and what gaming looks like and we really found out that it’s really, really diverse,” product design developer Philip Dilé told Variety about their process designing the collection.
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