Three local designers say the \u2018Ikea effect\u2019 will quickly reshape Kiwi homes and tastes.<\/p>\n
\n It\u2019s been a long time coming. Ikea fans have been waiting patiently \u2013 and some not so patiently \u2013 for the Swedish homewares giant to arrive. That magical formula Ikea uses as a global positioning system
\n has been activated. The doors to New Zealand\u2019s first Ikea store at Auckland\u2019s Sylvia Park opened on Thursday, thanks to Auckland\u2019s population density reaching the right level.\n <\/p>\n
Kiwi consumers will have access to the full Ikea experience: a big box store offering Scandi design at great prices. While the arrival of the world\u2019s largest furniture retailer, known for its flat-pack furniture, meatballs and unique showrooms, is good news for style-conscious shoppers on a budget, what does it mean for local retailers? <\/p>\n
Ikea’s 34,000sq m Sylvia Park flagship has been seven years in the making. Photo \/ Annaleise Shortland<\/p>\n
Wellington-based interior designer Samantha Rei, of Sustainable Spaces, says: \u201cThe Scandi aesthetic of Ikea will be massively appealing. The brand has done incredibly well providing homeowners worldwide with a tried and tested approach, retaining a clean minimalist look that works well in many interiors.\u201d <\/p>\n
She predicts that the \u201cIkea effect\u201d will soon be evident in many homes here. <\/p>\n
\u201cThere has been a lot of press about the opening of Ikea and there\u2019s a level of excitement from Kiwis looking for a bargain, particularly when many people have been struggling over recent years with the cost of living.\u201d <\/p>\n
L-R: Designer Sarah Otley, who recently returned to Auckland after 15 years in Stockholm, Auckland interior stylist Melle van Sambeek, and Wellington-based interior designer Samantha Rei of Sustainable Spaces.<\/p>\n
Are we about to see Billy bookcases appear in homes throughout the country? Auckland interior stylist Melle van Sambeek says some New Zealanders will see Ikea as a cost-effective way to decorate their home. <\/p>\n
\u201cThere will be a sector of curious consumers that will flock to Ikea. I believe Ikea has a place in the interior market here in NZ. We are so far away from the design centres of the world. It can be frustrating when our choice often feels limited. Even with the ability to shop online, buying furniture and homewares can be a little challenging due to size, expense and of course \u2013 if you\u2019re buying a large ticket item like a sofa \u2013 you want to try before you buy.\u201d<\/p>\n
Ikea has become famous for its storage solutions.<\/p>\n
Does this mean we will end up with a nation of homes that look like Ikea showrooms? Designer Sarah Otley, who recently returned to Auckland after 15 years in the fashion industry in Stockholm, believes that could be a good thing. <\/p>\n
\u201cThere\u2019s no doubt Ikea has contributed to the overall look and feel of interiors in Sweden, but they have made them homogeneously good, with comfortable and pleasurable spaces available to everyone regardless of financial standing. Beyond aesthetics, this is the role of great design \u2013 to serve the masses. And it is an inspiring example for the design idealists among us.\u201d <\/p>\n
Otley believes it\u2019s just a matter of time before Ikea\u2019s iconic products and prints are dotted throughout New Zealand homes. <\/p>\n
\u201cBut I\u2019m more curious to see how some of the modular systems will be used creatively by people. Flexible wardrobing and smart cabinetry may not have such an obvious aesthetic signature, but they are a toolkit that enable us to creatively shape our spaces to suit our needs,\u201d she continues. <\/p>\n
Is there a balance to make sure you don\u2019t overload your home with too much of a good thing? <\/p>\n
\u201cThe trick is in the mix,\u201d says Otley. \u201cIf I was helping you to create a room that feels delightful there would be layers of some mass-produced basic elements, along with some of your existing items (possibly reimagined), some vintage and some natural or handmade pieces, along with great original art.\u201d <\/p>\n
\u201cIkea definitely has some great solutions, but I also believe style-conscious consumers in New Zealand who have an astute eye for design will curate interiors from a variety of sources.\u201d <\/p>\n
She\u2019s a fan of the slow d\u00e9cor movement. <\/p>\n
\u201cA good interior evolves over time. Budget is a dictator but some of the best interiors are the ones that have been created slowly and thoughtfully, spaces that tell a story of the people who live there. A well-considered interior has a combination of old, new, collected, made, and found, with a sprinkling of high-end and classic vintage pieces. Ikea could work, too, of course \u2013 it\u2019s how you tie it all together, that\u2019s the key. <\/p>\n
\u201cLike fashion, we need to stop following trends. If you decorate your interior from the heart, instead of following what everyone else is doing, you\u2019re less likely to want to constantly change things,\u201d she adds. <\/p>\n
\u201cNo home looks good when everything looks like it\u2019s from a catalogue. You want your interior to express your personality, so look for some staples, but ensure you leave room for other pieces, too. Maybe try a mix of vintage and larger NZ-made pieces that you plan to retain for decades to come. Start small. Our homes don\u2019t need to be furnished overnight. Finding keepsakes and one-off pieces in antiques shops and vintage stores is so much more rewarding.\u201d <\/p>\n
Ikea in the kitchen of Sarah Otley\u2019s home in Stockholm. The pendant light and timber dining\u202fchairs are all Ikea, as are the kitchen drawers.<\/p>\n
\u201cBuy once, buy well\u201d is an approach many interior experts favour. <\/p>\n
\u201cWe need to consider how all Kiwis can consume sustainably, not just those fortunate to be able to consider this as an option,\u201d says Otley. \u201cThe slow fashion conversation is spreading to interiors. We need to pause and consider how this impacts our choices. Quality might cost more in many instances, but great design can be found across mass-produced pieces (rice paper lampshades), second-hand products (shelving) and one-off hand-crafted items (such as a turned wooden bowl) if you are willing to take the time to hunt and gather.\u201d <\/p>\n
To offset Ikea\u2019s arrival, local retailers would be wise to adopt some tried and tested strategies that have worked overseas. Furniture, homewares, art and storage solutions made locally need to trumpet their message. As well as driving money into their pockets, local creatives and entrepreneurs can offer consumers personalised service and detailed product knowledge that fosters strong relationships with loyal customers. <\/p>\n
\u201cI feel this is incredibly important, especially with the growth of online shopping,\u201d says Rei. \u201cBuilding trust with a real person or brand that you can rely on is essential these days.\u201d <\/p>\n
Van Sambeek is also passionate about supporting local, not just designers and makers, but locally owned interior retail stores. <\/p>\n
\u201cWe can\u2019t keep complaining that we don\u2019t have enough choice here in NZ if we are not supporting the retailers and designers who are brave enough to open these beautiful homeware stores, or the makers who spend their day creating gorgeous, handcrafted pieces that give our homes depth and layers. A beautifully crafted ceramic is perhaps going to spark more joy and conversation than a glazed mass-produced vase,\u201d she says. <\/p>\n
Brightly coloured displays have been set up throughout Ikea’s new store. Photo \/ Annaleise Shortland<\/p>\n
\u201cIn my work as an interior stylist I love to meet and talk to the wonderful retailers, artists and makers that often loan me beautiful wares that bring life to my photoshoots. I love hearing the stories behind why someone started a brand or what the inspiration was for a particular piece of art or meticulously crafted ceramic. You don\u2019t get that in a large store.\u201d <\/p>\n
It\u2019s clear from other markets around the world where Ikea has dominance that its place in pop culture is well cemented. Where Ikea goes, a golden glow descends on the interiors sector. <\/p>\n
\u201cThis effect is well known,\u201d says Otley. \u201cI hope this focus creates opportunity for creative growth for everyone in New Zealand.\u201d <\/p>\n
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