REINVENTING THE IKEA CATALOG

In 2013, the world’s largest furniture retailer had finally reached ways end – should they or should they not keep their printed catalog? This is not just any catalog, it is the world’s largest publication, even surpassing the Bible. Deep in the woods of Älmhult it was decided that the catalog should stay, but that something needed to fundamentally change. In a new, fast and digital world there is no obvious place for a 200+ pages catalog that you can’t even share on facebook. So the challenge was to marry the catalog with the internet and make them love each other for the rest of their lives (or at least for the rest of this season).

Made with McCann NY, Zack McDonald, Koen Malfait, Linus Karlsson, Brita Zackari, Zorica Radovic, Sheila Johansson and Johanna Karlsson.