IKEA product catalog embraces digital customers with perspective furniture interior

Beijing time on July 22, according to foreign media reports, from the furniture empire Sweden's IKEA home, printing 211 million product catalogs every year, this number is 20 times the population of Sweden's entire country. This is an amazing number, but now IKEA is going to create a new version of its catalog, adding augmented reality to its catalog.

IKEA product catalog embraces digital (Tencent technology with map)

“A lot of real-world objects have become more interesting after being digitized,” said Andreas Dahlqvist, creative vice president of McCann, a creative company that created this catalog for IKEA.

The augmented reality feature will appear in the IKEA 2013 edition of the product catalog, and customers will receive a mailed version by the end of the month. In the Expedit series of bookshelves and the pictures of the Boksel series of tables, IKEA powder can see specific signs, invite users to launch iPhone and Android applications, and experience the augmented reality.

Users can shake the smartphone against a catalog page with digital content, and a lot of features will appear. McCann said that one of the "X-ray" features allows users to "see" the inside of the furniture. In addition, the catalog page can interact with 3D product models, product videos, and digital manual content. McCann said that IKEA is not following the trend, and blindly imitating the Google smart glasses program. In fact, IKEA and McCann have been developing augmented reality catalogs very early.

In early 2011, IKEA authorized creative company McCann helped develop a new product catalog, hoping to narrow the gap between paper and digital. It’s not reasonable to replace the paper version completely with the digital version, says McCann Global Creative Officer Linus Karlsson. “If you have 211 million copies of your magazine, you won’t cut it.”

Therefore, IKEA's final solution is not to replace the paper version directly with the mobile version of the product catalog, but to decide to add a digital hierarchy to the paper version of the catalog. Dahlqvist said, “This is a very interesting practice that brings us many opportunities. We realize that we can take advantage of this new digital technology innovation.”

Throughout the project, McCann and IKEA have been working closely together, which has also made McCann realize that it is IKEA's own worldview and product development culture that has contributed to this interesting content. When you shake your smartphone against the product page, you can even watch a series of videos. “The more you communicate with IKEA, the more you realize that they have a great understanding of life, whether it's about home or furniture,” Dahlqvist said.

I don't know if IKEA will insert a video of the Swedish meatball cooking method in the product catalogue that enhances the real-life function. This product catalog and supporting applications (which will be available in iOS and Android) with enhanced live features will be officially released on the 31st of this month.

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