After the success of my first collaboration with Åhléns, I am delighted to share with you my second design collaboration for SS18 with the Swedish department store.
The new collection has two patterns, the first of which is called Shangri-La. I wanted to create a design that felt exotic and inspired by the natural world, particularly large, flowing foliage to create a pattern that would make quite a statement on a product, yet incorporate a muted colour palette.
The second pattern is called Aralia, which depicts the Aralia leaf from the Shangri-La pattern. I wanted to create a pattern that was simple yet sophisticated, and multi directional which would work nicely across a range of products.
The product offering has expanded a lot since my first collaboration, now including furniture, kitchen textiles, stationery, bedding, lampshades, ceramics, as well as cushions, trays, coasters, storage box, hat box, paper napkins and curtains.
I worked closely with Josefine Grönkvist, Design Director of Åhléns Hem who said of the collaboration :
“The spring of Åhlén’s home department begins with Abigail’s unique designs as the main pattern. The last collection we made together was very popular with our customers so we listened to them and created a broader collection, ranging from small furniture to notebooks. Now more people can discover Abigail Borg and find something for just their home and wallet”.
The majority of the products in the collection are “Bra Val” meaning ‘Good Choice’, Åhléns own name for goods that takes extra care of people and the environment. For example, all curtains, pillows and kitchen textiles are made of organic cotton. The storage boxes, the tray, the coasters, the napkins and the desk products are made of FSC-labelled wood or wood pulp that comes from responsibly grown forests.
All products are available exclusively at all 69 Åhléns Department Stores across Sweden, as well as their website åhlens.se (ordering via their website is possible for Swedish residents only).
For press images and information please contact me for further information.