The power of partnership Since Hasselblad was founded in 1941, its cameras have been used by the world’s best photographers to capture many memorable images, including the moon landing. ‘This partnership is a way to inspire people by bringing world-class photography into everyday life,’ says Bronius Rudnickas, marketing manager at Hasselblad. NORRHASSEL includes eight award-winning pictures from the brand’s Masters Awards. ‘Each image has been picked to add a level of emotion to your home,’ says Rudnickas.

The value of art ‘We know how important it is for people’s wellbeing to have access to art,’ says Marcus Engman, head of design at IKEA. The latest IKEA Life at Home Report reveals a shift from valuing an object merely for its functional benefits to a greater appreciation of its emotional value.

Feel inspired ‘NORRHASSEL will spark people’s creativity but also make people reflect on what kind of art they would like to be surrounded by,’ Marcus continues. From NORRHASSEL, that choice includes street art by Ali Rajabi, landscapes by Hans Strand and fashion photography by Bára Prášilová.

Art for all ‘In the age of social media, photography has become a popular way to capture the world from your perspective,’ reflects Marcus. As well as making art affordable, NORRHASSEL ‘aims to inspire people to shoot, while also offering stunning photographs to make your home unique.’

NORRHASSEL will be in-store for a limited time only from August – don’t miss it!