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Customers steal art from the walls at Ikea’s latest marketing event

 

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To help more Australians decorate their homes with unique artwork, Ikea is inviting customers to take art straight off the exhibition walls at its Removable Art Gallery event.

Held at the Art Gallery of New South Wales on 30 May, the exhibition will showcase the Ikea Art Event 2017 range, which consists of 12 posters by recognised and up-and-coming artists from around the world.

The range was inspired by hand drawing, with the artists using everything from graphite, pen and ink, crayon, watercolours, gouache and pastel.

As part of the removable gallery experience, visitors will be able to pick their favourite piece, take it off the wall and carry it home with them.Removable Art Gallery

Ikea Australia spokesperson Mark Mitchinson says the company is trying to turn the idea of art as expensive and inaccessible on its head.

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“Ikea has long provided Australians with affordable and functional home furnishing design, it is who we are and it is what we believe in,” he says. “Art Event 2017 sees us continue our mission to extend this idea to art, making great and unique art accessible to everyone.”

The removable gallery event and affordable art collection reflect the retailer’s vision about art—that it should be affordable, it should be accessible to many people, and it belongs in the home, not just in galleries or museums.

This is especially important as, according to a survey conducted by Ikea, one in three Australians believe a quality piece of art is not affordable.

Removable Art Gallery

In fact, 68 per cent of Australians believe that a piece of art by a recognised artist would cost $1,000 or more.

“We understand that Australians have strong perceptions on the affordability of art,” says Mitchinson. “We also know that 91 per cent of Aussies believe that art shouldn’t only be found in galleries or museums, that they feel it also belongs in the home.

“We agree and are excited to launch the limited edition Art Event 2017 collection in stores this June.”

 

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