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News room

01-11-2012 12:11
[National]  This year, home-furnishing specialist IKEA celebrates 25 years in the UK, having launched its first store in Warrington in 1987.
With an aim to ‘provide a better everyday life at home for the many', IKEA has set about to ensure the nation could bring great design into their homes at affordable prices.

The arrival of the first IKEA store in the UK coincided with a turning point in design philosophy as people were beginning to embrace more modern styles in the home. IKEA arrived at the right moment to introduce its own ground-breaking philosophy for democratic design – the idea that everyone should be able to own high-quality and cutting edge designs at affordable prices.

To mark 25 years of democratic design, IKEA has launched the ’25 years in life at home’ report findings - an extensive piece of research looking at how attitudes and behaviours in the home have changed in the past 25 years and the impact that IKEA has had in this area.

The “25 years in life at home” survey was conducted through in-depth quantitative research with homeowners across the UK to find out their views on life in their own homes over the passed 25 years. Within the research IKEA has asked about how life at home has changed, what has stayed the same, what unique eccentricities people have and how they predict their homes and their life at home might change in the future.

As well as quantitative research, for the report IKEA also reached out to leading industry experts, including Oliver Heath, interior designer and eco-design expert and Eleanor John, head of collections and exhibitions at the Geffrye Museum, to gain their insights and opinions on life at home in the past 25 years.

Key findings from the IKEA report include:

Family friendly
The IKEA study highlights that family life has seen a turnaround in recent years. The research shows a steady move away from the nuclear family towards a more wide-ranging raft of household set-ups and the return to the nest of 1.8 million men and 1.1 million women aged 20-34 who have moved back to the family home, meaning that space in our homes is at an all time premium.

The heart of the home
72% of people now consider the living room to be the beating heart of their homes – as apposed to the kitchen, which was the most popular room in homes of the 80s. The living room now comes top as the place where most activities in the home occur, with more than two thirds (70%) admitting to spending most of their time in the lounge.

The Living room is no longer off limits
This concept of the lived in and loved family room is in stark contrast to British homes 25 years ago, when children were not allowed to play in certain rooms of the home and the living room was reserved for special occasions (just 7% reserve the living room for posh entertaining today). The living room is now a more casual and relaxed space as families retreat to their living room to spend time together.

The living room has also become an extension of the workplace, taking the role of the home office. The TV dinner is also still alive and well with more than a third (41%) of Brits admitting to eating most of their meals with their family in the living room (versus dining room or kitchen).

Luxury furnishings boom
The IKEA report shows that couples are not only having children later in life, but that there are also more childless couples. Childless couples have risen 2% in the last 30 years which, in design terms, may cause a shift towards sophistication, paler colours and luxury finishes.

For more information, please contact:
The IKEA Press Office team
Tel: 0845 225 7126

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