Ingka Group (IKEA Retail) teams up with Annie Leibovitz to turn her iconic camera lens to the lives lived by people at home
Ingka Group, the largest IKEA franchisee, released their 9th annual IKEA Life at Home Report in January. Surveying over 37,000 people globally in 37 countries, one of the key findings from the report was that almost half of people globally (48%) do not feel like their life at home is reflected in the media.
That imbalance is the launchpad for an exciting new partnership announced by Ingka Group: a collaboration with renowned American photographer Annie Leibovitz, who will step into the role of IKEA Artist in Residence in 2023. Leibovitz is celebrated for her ability to capture the inner life of her subjects, whom she engages in intimate spaces or moments. The power of her work lies in its capacity to reveal truths that feel candid, exploring profound aspects of the universal human experience; making her the ideal Artist in Residence for the Life at Home Report.
“The home has always been important in my work,” Leibovitz explains. “I’ve been photographing people in their homes since I began. It’s a way to understand who a person is. The advice I give to young photographers is to photograph their families. It’s one of the best ways to start. I’m excited to partner with IKEA in 2023.”
As always, the IKEA Life at Home Report embodies the IKEA commitment to continually evolve, adapting to the ever-shifting reality of the way people live today. During Leibovitz’s tenure as IKEA Artist in Residence, she will travel around the world, photographing people in their homes in seven different countries: Japan, the United States, Germany, Italy, India, Sweden, and England. She will create a series of 25 portraits that illuminate the nuances of ‘life at home’, creating a powerful photographic document inspired by the Life at Home Report.
“The Life at Home Report results are a crucial moment every year at IKEA,” says Marcus Engman, Chief Creative Officer at Ingka Group. “They help us to realize our vision to create a better everyday life for the many people. That’s why we are delighted to team up with Annie Leibovitz, a true artist and trailblazer, to turn her iconic lens to those lives at home we don’t always see, and voices we don’t always hear. We look forward to working with her throughout 2023 and engaging the next generation of artists along the way.”
Visit the Life at Home microsite for more information – or explore the complete Life at Home report here: https://lifeathome.ikea.com/
For further information, please contact:
Ingka Group Media Relations
+46 (0) 709 936376
More about the IKEA Life at Home Report:
The IKEA Life at Home Report is one of the largest and most distinctive research projects of its kind, involving qualitative and quantitative research into the views, needs and dreams of people all over the world since 2014. The research methodology always includes home visits and a nationally representative survey, and IKEA work with world class research agencies to ensure that the data collection is robust and representative. For the most recent edition, IKEA connected with more than 37,000 people in 37 countries. You can find all editions of the IKEA Life at Home Report on the dedicated website: https://lifeathome.ikea.com/
The IKEA Life at Home Report is developed and published by Ingka Group (Ingka Holding B.V. and its controlled entities).
Technical note on the data from the Life at Home Report 2022:
The quantitative research was carried out by YouGov on behalf of Ingka Holding B.V. – IKEA Group. YouGov is an international research and data analytics group. The quantitative Life at Home study was conducted as an online survey among a national representative sample of people aged 18+ in 37 countries, where a total of 37,405 interviews were collected. The following countries were included: Australia, Austria, Belgium, Canada, China, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, India, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Netherlands, Norway, Philippines, Poland, Portugal, Romania, Serbia, Singapore, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, Thailand, United Kingdom, United States.
The data collection was completed in the period from July to August 2022. Quotas have been applied on gender, age and region, and data was weighted according to the dimensions of gender, age and region on the basis of an ideal weighting from statistics in each country, so that the results are representative of the population in regard to the target group. Bases: All adults = 37,405