‘why are beautiful products only made for a few buyers? It must be possible to provide good design and functionality at low prices.’
- ingvar kamprad

Sweden has a long history of craft tradition. Ikea aims to reflect a Swedish ideal, but their collection lacks the essence of handicraft. They miss the quality and craftsmanship that is so important in the Sweden culture.

I believe that many of the answers to many of our contemporary problems can be found in the past.
Tälja – a technique lost to the a past.

Tälja is a traditional swedish technique for making kitchen tools or even furniture, this by carving wood away. tälja meant (woodwork, woodcraft, carving, carve) a perfect summary of the Swedish craft tradition. That Swedish craft that Ikea tries to represent but isn’t.

I want to sell an ikea talja set to ensure that this old swedish technique won’t vanish in the future. To launch this product, I see these techniques performed in an Ikea show room by a real craftsman. This as a type of event that moved through various Ikea locations. This to bring the Swedish identity back into the ikea brand. This concept gives Ikea a reason to return to their roots of good design at a reasonable price.

My position is somewhat anti-Ikea and slightly more anti-mass production. I believe Ikea should let the craftsmanship speak for itself and deliver higher quality. The target group are starter on the labor/housing -market with an average income who think something needs to change, and therefore willing to pay a little more for better quality.