May 29, 2017

The Pattern Party | IKEA’s AVSIKTLIG Collection


10-gruppen, Patterns and People book, £10, available at IKEA.

It’s a new day and IKEA are back at it again, releasing affordable collections that fit the design-led lifestyles of many people today.

My last post on IKEA looked at how they were upscaling their design process and collaborating with designer Piet Hein Eek on the sustainable JASSA collection, check it out for an interview with the man himself. This time, having fallen in love with the collection in Milan, I’ve styled up some pieces from the new AVSIKTLIG collection, a collaboration between three young designers at IKEA and iconic design collective 10-gruppen.

If you haven’t previously heard of 10-gruppen, time to get to know them. Formed in 1970 by 10 young Swedish textile designers, the idea of the collective was to retain creative control over the whole design process, from initial sketch to printed fabric. The rebellious group shook up the 70’s world of textile design with their experimental patterns and have kept going ever since by always looking forward and ‘staying forever curious’.

 “Our ambition was to clean up the design swamp… we wanted to create a better world, without war, using colours, patterns and music.”

~ Carl Johan De Geer, co-founder 10-gruppen

Sounds like my kind of world! Today, the collective is run by three of the original designers and founders: Birgitta Hahn, Tom Hedqvist and Ingela Håkansson, and the trio continue to inspire Swedish design and creatives within the industry, including IKEA’s young designers, who jumped at the chance to work with the contemporary collective.


“10-gruppen represents the very best of Scandinavian design history – democratic ideals, aesthetic innovation and an unbeatable feeling for materials. Their design style has not aged a second; it’s youthful, radical and as bold today as it was in the Seventies.”

~ Marcus Engman, Design Manager, IKEA of Sweden

AVSIKTLIG is the result of the collaboration of 10-gruppen with IKEA’s designers Iina Vuorivirta, Ida Pettersson and Hanna Dalrot. Consisting of 14 patterns in total, the range is bold, bright and full of life. With their botanical references, optical patterns and colourful aesthetics, the designs are extremely current and you wouldn’t think that they were originally created nearly 45 years ago.

The full range sees the patterns applied on trays, blankets, tableware, rugs, gorgeous sofa covers and more. Fusing the present and the past with the contemporary homeware options, every single piece celebrates the history of the collective, while also remaining modern.



A series of items from the range featuring Birgitta Hahn’s botanical print.

The collection comprises three colour groups: emerald green, ultramarine blue and lemon yellow with black and white elements. All can be easily integrated with one another or used separately for an instant colour pop to your home. I’m not normally one for blue, but the boldness of the AVSIKTLIG blanket was an instant hit in the EJP household and when paired against the natural rattan of our JASSA folding screen, a cosy corner came together.

A jungle theme has seemingly taken over my abode so I was of course instantly attracted 10-gruppens’s botanical print. Designed by Birgitta Hahn, the classic 10-gruppen pattern Jamaica came together on a hot summer’s day in the Stockholm archipelago. The IKEA edition of the pattern features a duo-colour approach as well a simplified version for the kitchenware pieces as shown on the serving plate above.

“Both the pattern and the name came to me straight away, they were just perfect.”

~ Birgitta Hahn, Designer at 10-gruppen

Each of the patterns is as divine as the last, with the vibrancy and youthfulness shining through.  I couldn’t resist playing with the beautiful weather of last week and testing out the light and shadow relationship. What do you think?

IKEA and 10-gruppen have worked together in different formats over the years and with AVSIKTLIG the latest addition to the IKEA family, I can’t wait to see what’s in store for the future. Shop some of my other favourites from the collection below – hurry though, it’s limited edition and only available in select stores and while stocks last!



AVSIKTLIG bedspread/blanket £12 Can be used as bedspread for a single bed or as a large blanket. Designer: Birgitta Hahn. AVSIKTLIG tray £5 Laminated paper board. Designer: Birgitta Hahn.

Shop the Collection


1 // Assorted cushions, £3.50.  2 // Dot Mug, £3.  3 // Assorted notebooks, £1.75
4 // Botanical curtains, £20.  5 // Flatwoven black & white rug, £95.
DISCLAIMER: This post is in collaboration with IKEA who kindly gave me some of the AVSIKTLIG collection to style. No payment was taken, in line with my own code of practise.


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Emma Jane Palin is a freelance art consultant, interior stylist and multi-award-winning blogger residing in Margate, UK. She has worked with various home and lifestyle brands not limited to West Elm, Apple, John Lewis, Habitat, MADE, Caran D'Ache + No.3 Gin. Emma is also a regular contributor to Hunker where she writes about design trends and interior advice.

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