No matter how beautiful, colorful, thick, glossy, or lovely a print catalog
can be, the process of flipping through it is mostly, at core, a passive
experience. Not so with the 2014 IKEA
catalog, slated to mail to consumers in August.
For the past two years IKEA has been on a mission to take its catalog—which is celebrating its 63rd anniversary in print this year, I might add—from the coffee table to the tablet with an interactive app that combines augmented reality, video galleries, and extra product information to create what CMO Leontyne Green Sykes calls, “an experience that's consistent with how consumers are consuming media today.”
“Of course we like having that physical piece of collateral we can go through and tear out pages to create collages of the things we like,” says Green Sykes. “But it's even more exciting when you can really interact with a catalog and it becomes a mobile piece with a digital component—and who doesn't love augmented reality?”
For the past two years IKEA has been on a mission to take its catalog—which is celebrating its 63rd anniversary in print this year, I might add—from the coffee table to the tablet with an interactive app that combines augmented reality, video galleries, and extra product information to create what CMO Leontyne Green Sykes calls, “an experience that's consistent with how consumers are consuming media today.”
“Of course we like having that physical piece of collateral we can go through and tear out pages to create collages of the things we like,” says Green Sykes. “But it's even more exciting when you can really interact with a catalog and it becomes a mobile piece with a digital component—and who doesn't love augmented reality?”
