IKEA is renewing its commitment to the Korean market, emphasizing its philosophy of “democratic design” as it seeks to reach as many consumers as possible with affordable prices and improved store accessibility. IKEA Korea held a media day event on Monday under the slogan “Home Begins with You,” outlining how its democratic design philosophy aims to support the expansion of its offline and online presence here. Key elements of the philosophy are low-priced furnishings designed by IKEA’s 10 designers. The company believes the most essential condition to appeal to the market here is affordability. “How do we reach many people? It’s by affordable prices,” said Sarah Fager, a senior designer with 20 years of experience at IKEA Group, in a press conference in Seoul’s western Gangseo District. “We don’t use design to add cost. We use design the opposite way. Design is used to create innovative and beautiful solutions. The way we do that is based on insight and research of homes globally.” According to IKEA, democratic design uses five parameters — form, function, quali
IKEA Korea vows to expand reach through design philosophy
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