IKEA partners with Gustaf Westman and Evelina Kroon to reimagine celebrations for today and tomorrow
Celebrations can take many forms — whether deeply personal, spontaneous, or joyously traditional. Everyone has their own way of celebrating, often shaped by gathering over food with loved ones. Gustaf Westman and Evelina Kroon are joining forces with IKEA to reinterpret these traditions, emphasizing the idea that any day can be a reason to celebrate. Their vision is clear: everyone feels welcome, there’s always a seat at the table, plates are passed around for guests who show up unannounced, and joy sparks in unexpected moments.
While the complete collaboration will be revealed later in 2025, this year’s Democratic Design Days marks its official announcement. Magdalena Walther, Product Developer at IKEA of Sweden, shared, “Gustaf and Evelina are a wonderful match on this journey, where we aim to challenge conventions and inspire one another to find new horizons in what celebrations mean for people today. Their combined perspectives let us explore new ways of coming together — less formal, yet full of style, warmth, and the spirit of gathering. By crafting experiences that resonate across generations and cultures, we draw closer to new audiences while celebrating both differences and similarities that unite people.”
Three moods, two designers, one universal spirit of coming together
In this collaboration, IKEA aims to curate three moods of celebration, each reflecting a different way people mark meaningful moments.
The first mood is classic, grounded in familiar traditions and IKEA’s heritage. The second mood, from Gustaf Westman, is bold and expressive — inviting younger generations to celebrate in their own way with unconventional shapes, colors, and their chosen family. As Gustaf reflects, “For me, this is an opportunity to turn traditional holiday aesthetics on their heads by introducing a sense of playfulness and boldness. This is my interpretation of holidays, it's a new design for a new generation.” He emphasizes that, "One thing that remains the same when it comes to celebration is centered around getting together with friends and family, regardless of how you define them.”
The third mood, led by designer Evelina Kroon, merges classic rituals with modern interpretations. She shares, “I was inspired by my childhood memories of the holidays. The collection is nostalgic for me. Experimenting with scale and proportions revives that memory, and through these creations, I know I can carry it with me into the future.”
Together, these moods will illustrate the evolving nature of celebration. Whether large or small, spontaneous or carefully planned, the focus will be on the emotional power of gathering — on your own terms, in your own way. “We see the theme of celebration as an emotional journey, and we believe this sentiment will be at the heart of what’s to come. The collaboration process thus far has been both enjoyable and inspiring, and we’re excited about what we’ll continue to shape together,” Magdalena adds.