How Ikea Turned a Controller Thumbstick Into the Star of Its Xbox Gaming Range
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Ikea has taken another swing at a gaming gear collection, but this time it brought in a ringer: Xbox. The new nine-piece range, revealed at Gamescom in Cologne, Germany, came about not through whiteboard marketing brainstorms, but a meeting between the Xbox and Ikea design teams at Milan Design Week in 2024.
Hearing the Xbox team—including Carl Ledbetter, head of Xbox devices design—was in Milan at the same time, Ikea product design developer Philip Dilé wanted to show off the company's latest creations, the Brännboll gaming collection, that pleasingly stepped away from sharp edges, RGB lighting, and a black color palette.
“That was a bit of an icebreaker," Dilé tells WIRED. "We were exploring gaming, so we wanted to team...
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