Rewritten receipt-dress gets new life in IKEA campaign
"When we created the original dress for Nobel Creations in 2015, we printed two large receipts so we could sew up a new one in case something went wrong with the production, so we had a receipt left," he said. When Bea got in touch and wanted to borrow the dress, we created a replica based on her measurements and sent to Los Angeles where the shooting would take place, says Robert Jonsson.
An interpretation of Nobel Laureate Angus Deaton's research
The original dress was made for the exhibition Nobel Creations – The Nobel Prize 2015 and is an interpretation of that year's Economics Prize in Memory of Alfred Nobel awarded to Angus Deaton. Deaton's research is about consumption and consumption patterns and for Robert and Felicia the receipt itself became the symbol of this. The dress received a lot of attention and was signed by Angus Deaton and was shown a year ago also in New York.
In the campaign image with Bea Åkerlund, the name of her IKEA collection has been added as well as the IKEA logo.
