Ingvar Kamprad was a keen letter writer, and he knew the art of formulating himself simply, powerfully, and often with a charming tone. So when, in the late 1950s, he received a letter from a woman named Brita Lang, he immediately liked the straightforward tone and sharp content.
“Are you completely satisfied with the Möbel-Ikéa catalogue, and do you feel that its design is in accordance with your company’s intentions? … As we know, interest in home furnishings is endless among the Swedish people, and this is certainly something your company could build on. You, like no other, have an opportunity to really show how to furnish a home beautifully, at an astoundingly low cost. I would like to help you in this endeavour.”
The letter writer was freelance editor and adwoman Brita Lang from Stockholm, and her timing couldn’t have been better. The IKEA catalogue’s appearance had not developed much since it first came out. Ingvar and his colleagues had very little experience of what an inviting interior design photo should look like. It was, quite simply, time to modernise the catalogue design, and here was someone who wanted to help do just that – perfect! Ingvar immediately invited Brita to Älmhult to help out with the catalogue on site.