Business

Ikea launches new Africa-inspired collection with Cairo-based brand Reform Studio

Ikea worked alongside Cairo-based lifestyle brand Reform Studio to create the collection. Courtesy: Ikea
Ikea worked alongside Cairo-based lifestyle brand Reform Studio to create the collection. Courtesy: Ikea

Ikea has launched a new collection in partnership with Cairo-based lifestyle brand Reform Studio.

The Swedish furniture giant’s Overallt collection takes inspiration from the African contemporary design scene, also working alongside South-African brand Design Indaba.

Eco-friendly brand Reform Studio, founded by Hend Riad and Mariam Hazem, aims to promote sustainability culture. For the Ikea collection, items have been designed to reflect Egyptian-African lifestyles and the preservation of natural resources. Continue reading…

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