Our creative leader Britt Monti was the main force that pushed the project forward. "If you look into IKEA catalogues from the 60's you'll see we used to speak about comfort and support for older people or people with back problems for example," Britt explains. "But since the 80's we just didn't have this customer in mind when developing a range." Britt spoke with researchers, physiotherapists and doctors as well as people working in the caretaking field. The research gave a better picture on how best to support the body in doing basic household activities.

"We wanted the range to be something that you would be proud to have in your home from a style perspective, the only difference is that in function it's more user friendly and supportive." For Britt one of the standouts has been a new take on tableware. "I've been interviewing people living in elderly homes and one thing that stood out was that a lot of people stopped using their porcelain when they ate because they're afraid it would break, or that they might feel clumsy using it," Britt says. The OMTÄNKSAM range helps people keep their independence and do the things they've always been able to do, whether it's putting on shoes, enjoying a drink or getting out of their chair.