IKEA Rug Redesign
There are 63,000 farms and ranches in Canada which have beef cattle. The average Canadian con- sumes 46 pounds of beef annually. Canada is the 6th largest beef exporting country in the world. In 2009, beef production contributed 23 billion dollars to the Canadian economy. The beef sector also creates more than 230,000 jobs.
We chose to show how each province in Canada contributes to the countries beef production. We divided up the hide by provinces and percentages of Canada’s cattle, each one of them have.
To add value, we embroidered each cross stitch by hand. We also added an element of realism by labelling each percentage and province with a real cow ear tag. We feel that we have “Canadianized” the cow hide by showing how beef relates to Canada and the cross stitching is reminiscent of vintage snow shoe stitching.