Swedish House Mafia On Their Industrial Chic IKEA Collab, Berghain And Brutalism

On Wednesday, EDM veterans, Swedish House Mafia—Steve Angello, Axwell and Sebastian Ingrosso—launch their new IKEA assortment, known as OBEGRÄNSAD (that means “limitless” in Swedish), which is on the market in October.

We’d know the band for his or her hits like Don’t You Fear Little one and Moth To A Flame, their collab observe with the Weeknd, Calvin Harris, Tiësto, and Carl Cox. However they’re additionally for his or her vogue sense; their all-black apparel and minimalist aesthetic. they even had their attire designed by Virgil Abloh back in 2018.

The brand new assortment is minimal to the core. Their previous album covers embody rows of circles, whereas they usually carry out beneath a large halo-like circle with lights, most not too long ago at Coachella, so it’s no shock.

“It’s brutalism, we’re massive followers of minimalism,” mentioned Angello. “Once we first began out, we didn’t have the means to exit and purchase turntables, we used IKEA furnishings for our studio arrange in our studio. The concept for this new IKEA assortment was: ‘What if we made furnishings for our personal selves after we had been younger?’”

The very first thing that involves thoughts when wanting on the new all-black assortment, together with furry rugs, report participant and lunar-inspired wall items, is that it’s very Berghain—the nightclub in Berlin that’s recognized for its industrial aptitude, drawing denizens of EDM followers from throughout the globe.

The group have been to the membership earlier than, so it’s a part of their inspiration. “We regarded so much at historic, outdated brutalism, the concrete buildings we see in Jap Europe; its shapes and types,” mentioned Angello, “This assortment is all about boldness, celebrating music and being heart stage. Nevertheless it’s additionally about creativity and making beats.”

The brand new assortment features a LED flooring, work lamps, laptop computer stands, audio system and report participant—the primary IKEA record player since 1973—in addition to a modern IKEA-esque black bag that may match data, or a laptop computer.

Sq. luggage are uncommon (simply consider your common rectangular tote), and their new FRAKTA bag isn’t solely sensible, however a low-key vogue accent for followers of commercial stylish.

The gathering additionally consists of cozy slippers, and classy, laid-back armchairs. They’re all objects splendid for a house music studio for the budding report producer, DJ or rapper. And it’s a sport changer—it’s all reasonably priced

“We needed to simplify the method for folks to create music,” mentioned Angello. “Hopefully our assortment conjures up and permits extra folks to be extra artistic inside their residence and it doesn’t need to be restricted to solely music making, it may be a lot extra.”

Based on the group, their favourite designers embody German industrial designer Dieter Rams, Italian architect Mario Bellini, dressmaker Rick Owens, and lighting artist James Turrell.

Brutalism was a design motion that was popularized in postwar Europe, and noticed its rise in Germany within the Nineteen Fifties, recognized for its blocky, geometric shapes in concrete buildings.

It has been vastly influential in vogue right this moment, from Rick Owens’ angular jackets, to Balenciaga’s minimalist takes on their Berlin storefront, and even the Hole Yeezy assortment.

Their new IKEA assortment is all about creating one thing from nothing, like many artists do when beginning out, within the period of the house studio. “Once we began to make music, it was an unknown phenomenon, you needed to go to music faculty,” mentioned Axwell, who co-founded the group in 2007. “Now, I really feel like very second particular person I meet makes music, and individuals are making music on their laptops in all places—this assortment goals to make it a little bit bit simpler and extra accessible for them.

“We needed to place one thing on the market that was reasonably priced, and useful, only a nice vibe,” mentioned Angello.

Their very own historical past dates to the Nineties, once they every had been solo DJs, however shaped the group in 2007, and their 2014 documentary, Leave The World Behind, particulars their rise, challenges and friendship. Influential to EDM musicians globally, there’s now an entire era of bed room producers. And so they’re usually regarded as much as for recommendation by indie artists.

Their recommendation? “Be your self, create, simply categorical your self freely, irrespective of if its portray, vogue design, simply categorical and be free,” mentioned Angello. “Simply have enjoyable. In case you like any individual’s work, say it out loud. It’s essential.”

Axwell provides: “Don’t attempt to catch a wave, however be your individual wave. I say don’t attempt to experience a wave as a result of everybody else might be doing that. Attempt to discover your individual uniqueness. You need to discover your individual perception and magnificence.”

“Once we first began to make music, it was only a dream to make music, however you understand someday, you would possibly be capable to carry out dwell,” provides Axwell. “That was at all times behind our minds.”