IKEA’s Interactive Catalog Is Packed With Videos For Reader’s Phones

Readers will be able to scan digital pages with smartphones and tablets to access additional content like photo galleries and how-to videos from the brand’s designers.

Over a year in the making, the 2013 IKEA catalog is finally available for all of the 211 million eager fans in 43 countries on the retailer’s mailing list. The 62nd edition of IKEA’s catalog looks a bit different from past issues- it’s wider, printed on higher quality paper, and for the first time ever, its interactive. Readers scanning the ‘hundreds of pages of inspiration’ will be able to interact with the pages through a new IKEA Catalog app (available July 31st).

Scanning ‘digital’ pages marked with a smartphone symbol will unlock additional content- films, photo galleries, interactive experiences, and additional home furnishing inspiration are hiding inside the pages. Readers can also learn ‘how-tos’ from IKEA designers and see behind-the-scenes videos with the app.

Andreas Dahlqvist, Vice Chairman of McCann New York, the agency behind the 2013 catalog, told Creativity Online that the agency aspired to bring ‘IKEA creativity’ to the catalog itself.

Watch a video demonstrating the new interactive catalog:

IKEA / IKEA 2013 Catalog

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