Abigail Borg for Åhléns SS18

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).

Shop the collection online here.

For press images and information please contact me for further information.

Abigail Borg for Åhléns

I’m delighted to share with you all my design collaboration with leading Swedish Department Store Åhléns.

I have designed two unique designs for Åhléns, Joan’s Garden and Kingswood. Both are inspired by the English countryside, particularly Herefordshire where my partners’ parents have a beautiful garden which I love to take inspiration from.

The collection consists of cushions, trays, coasters, storage box, hat box, paper napkins, curtains and fabric by the metre, and is 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. To order from outside of Sweden please contact me).

I am so thrilled to have been approached by Åhléns to collaborate on this exciting project. I set out as a designer of wallpapers and fabrics for a much smaller market, so it’s been an amazing challenge as a designer to create a collection for a considerably larger market across a wider range of products.

From the initial meeting with the design team in Stockholm in Summer 2015, to working with them over the course of developing the collection, I have thoroughly enjoyed the process. Åhléns have an amazing design team, who were really encouraging and gave me the creative freedom to develop my vision for the collection from initial sketches to finished patterns.

I worked closely with the Design Manager of Åhléns Home, Josefine Grönkvist who said of the collaboration :

“We have focused on making a collection of products individually and in groups which can carry Abigail’s unique patterns. The products are decorative yet functional and fit in various parts of the home. Our ambition was to join with Abigail to create a varied collection of Åhléns customer who like patterns.”

Åhléns takes extra attention to people and the environment. The curtain is made of organic cotton, which is grown without chemical pesticides and fertilizers. The storage boxes, tray, coasters and paper napkins are made from FSC labeled wood or pulp that comes from responsibly grown forests.

Shop the collection online here.

For press images and information please contact me for further information.