Ikea partners with Annie Leibovitz for Life at Home Report project

Dive Brief:

Ikea this year has named Annie Leibovitz as its artist in residence as part of the company’s annual “Life at Home Report,” which surveyed over 37,000 people in 37 countries, according to Ingka Group, Ikea’s largest franchisee.
As Ikea’s current artist in residence, Leibovitz is creating a photographic document with 25 portraits that “illuminate the nuance of life at home” from homes in seven different countries.
Additionally, Ikea U.S. released its 2022 “Annual Summary” covering the September through August fiscal year. The report finds the company was able to slightly increase total sales despite inflation and global supply chain challenges.

Dive Insight:

This year the furniture retail company is taking a different approach at showcasing their findings with the help of Leibovitz.

Each year in January, Ikea releases their “Life at Home Report” consisting of research from homeowners all over the world and how their time at home relates to topics like mental health, finances and climate change as well as their over feelings about their home.

Forty-eight percent of people don’t feel that their life at home is reflected in the media, according to Ikea’s report. That statistic was the catalyst behind the collaboration with Leibovitz.

Leibovitz is the photographer behind many iconic, intimate portraits of celebrities like John Lennon and Yoko Ono, Caitlyn Jenner and more. Her work has been featured in magazines like Vanity Fair, Vogue and Rolling Stone.

“The home has always been important in my work,” Leibovitz said in a press release. “I’ve been photographing people in their homes since I began. It’s a way to understand who a person is. The advice I give to young photographers is to photograph their families. It’s one of the best ways to start. I’m excited to partner with Ikea in 2023.”

Meanwhile, in its “Annual Summary” report, Ikea U.S. generated $5.9 billion in total sales, including food and services. The summary also noted an 18.8 percent increase in e-commerce sales. In January, the company raised their starting minimum wages to $16 an hour.