ELLE Visit #5 – Sanna Jörnvik Déman
Ikea celebrates the fun and importance of play with the new Grejsimojs collection, a collection for everyone, of all ages, in every home. Grejsimojs consists of various everyday objects designed to spark the imagination and spread more joy in everyday life. Playing can reduce stress, increase creativity and bring people together.
The designers of the collection were also inspired by their own childhood memories. Some remembered objects in the house that they wanted to play with but were not allowed to touch, and recreated them for a home where nothing is off limits. Others were inspired by the function of an object, such as how the rotating head of the lamp began to resemble the head of a giraffe.
– As a designer, playfulness is a lens that makes me believe that anything is possible, says Marta Krupińska, designer at Ikea in Sweden. It is also contagious. Every time someone walked past my desk, my giraffe lamp prototypes got a pat on the head and the storage cats got a pat on the belly. Whether you are young or old, there are certain objects that remind us that there is creativity in everyday life
Freedom to play
– Grejsimojs is intended to be a visible part of the home’s interior, with objects beautifully designed to match the home even after the children have gone to bed, says Anna Granath, Range Identity Leader at Ikea in Sweden.
Make cute storage furniture in the shape of cats and colorful speakers in the shape of mice stand out and be seen. A classic storage ottoman only reveals its inner monster when opened and takes a bite of the contents with a smiling row of teeth, while a rocking horse in the shape of a bird is both a sculpture and a toy
Grejsimojs is not only a playful collection, it is also designed in a playful way. Research shows that both children and adults today spend less time on physical play. This does not mean that playing has become less important or that people no longer want to play. The Ikea Play Report shows that the majority of parents want to play more with their children, but find it difficult to find the time, space and inspiration to do so.
The Grejsimoj collection will be sold from January 30, 2026 in all Swedish IKEA stores, with the exception of Uppsala, and from February 13 on IKEA.se and via Click & Collect.
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