We thought Ikea subscribed to the Scandinavian purple, its wise lines and its neutral tones. But for the spring of 2025, the Swedish brand decides to explode the codes: room for a colorful collection, nostalgic and voluntarily kitsch. An unexpected turning point, which could well seduce a generation in search of personality and objects that tell something.
The kitsch makes its comeback (and Ikea takes advantage of it like never before)
Ikea has always been able to smell the trends – or better, provoke them. But this time, the Swedish brand was not content to follow the movement. For its spring 2025 collection, presented in preview these days, the giant of the democratic furniture assumes a strong, almost confusing aesthetic bias. Exit the sober and minimalist interiors: make way for garish colors, psychedelic reasons, voluntarily outdated objects. Fluo, hearts, 70’s flowers, duck -shaped vases … everything goes. And against all odds, it works.
The name of the collection – Nytillverkad, understand “freshly made” in Swedish – sets the tone. What Ikea offers is not just a series of decorative objects: it is a stylistic manifesto. A wink assumed to his own archives from the 1960s to 80s, reinterpreted with perfectly dosed irony. It is not a question of reproducing the past, but of twisting it with maliceby tinging it with a second-hand vibe, halfway between the thrift store and the art gallery.
A collection thought as a quirky tribute to the circular economy
What strikes in this collection is that it does not seek to smooth its roughness. Ikea understood that the new is no longer popular. Consumer 2025 wants authenticity, experience, tinkering. Result: parts with imperfect finishes, voluntarily raw, which evoke the handmade or hung. The effect is immediate: one has the impression that each object has a story, even if it is entirely staged by design.
This approach is part of a broader trend: that of a Aesthetics of recovery which has managed to conquer both urban interiors and second homes. Ikea is surfing this need for individuality in a world saturated with standardization. Kitsch here becomes a form of emancipation. It is no longer synonymous with bad taste, but daring. We dare the candy pink, the colorful plastic, the dated textures – and that is precisely what appeals.
The lasting dimension is not just a marketing storytelling. The company highlights the use of recycled materials, light packaging, and more respectful manufacturing processes. One more step in the displayed ambition of a circular IKEA by 2030.
The objects not to be missed (and those who are already buzzing)
Some products from the Nytillverkad collection are already being cult pieces. At the top: the multicolored duck vase, which flirts with the limit of total kitsch, but whose irresistible silhouette could quickly tear. The green plastic green chair, a direct wink to the 80s, also makes a sensation. Not to mention psychedelic mirrors with organic contours, oversized candle holders or hypnotic geometric motif cushions.
Also note: the reissues of great Ikea classics spent at the vintage reel. The Ögla armchair, for example, is now available in Fuchsia pink. And Kyckling stools, formerly discreet, come back in electric blue or bright orange. Everything is in excess, gap, reinvented nostalgia.
Here are some pieces that focus attention:
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Multicolored duck vase (limited edition)
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Wall mirror “Blob” 1970s
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Kyckling stool Fluo version
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Recycled plastic XL candle
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Orange suspension of retro neon
The strategy is clear: provoke, seduce, trigger the crush. And it works. By betting on emotion, humor and memory, Ikea signs a collection that will not appeal to everyone … but which could well become cult.
Photo credit: @ikea.com
