Swedish House Mafia and IKEA Unveil Joint Product Line at Hollywood Launch Event
variety.comLily Moayeri The Swedes took over Hollywood Wednesday night when IKEA previewed Obegränsad, a limited-edition collection created in collaboration with the high-profile electronic dance music trio Swedish House Mafia.
The launch took place at Goya Studios, complete with IKEA’s signature foods and custom cocktails. The 20-plus pieces of the collection were on tactile display, available for touching, playing and sitting on for the youthful crowd of industry folks, including fellow electronic superstar Madeon, actor Ian Mellencamp and a cross-section of influencers.
This meeting of Swedish titans is a natural one that has been in the making since the college days of Swedish House Mafia members Sebastian Ingrosso, Axwell and Steve Angello, the last two of whom were present at the Hollywood event.
During a Q&A, Angello commented, “Growing up, we used to hack IKEA’s furniture all the time.” He continued, “We approached them about doing something that would cater to our younger selves.
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