From a user perspective, the new app offers a much more inspiring and intense feeling of content. The app isn’t just a digital version of the catalog. It’s a digital native enhancement of the catalogue.
IKEA have partnered up with creative agency ACNE to redesign the world's most precious home furnishing publication, the IKEA Catalogue, in an all new digital format. The biggest news? Anywhere accessibility.
The catalogue, this year focusing on life in and around the kitchen, was first published in 1951 and has since then inspired people by showing beautiful and affordable products and homes. It’s been available in an online format for some time, but not quite like this.
For 2017, the IKEA catalogue is tailored specifically to provide a user friendly experience and is accessible on mobile, tablet, desktop and, soon to come, Apple TV app. While at the same time being fully optimised for 69 localised market versions.
“We developed the idea to create a digital catalogue to be made for one reason only; great expectations on treating an enormous amount of content with the utmost care, yet simple for anyone to use, regardless of what device you’re on” Maria Berge, Project Leader, IKEA
Implemented as an app format, it also comes with a fresh look and feel, vibrant colors, simple navigation and strong visuals. Moving the online catalogue away from being a PDFlookalike of the physical counterpart and letting it become its own experience.
“The IKEA catalogue is the largest publication in the world. Our mission was to move from an app with static content and towards a new type of digital experience. We wanted to build a platform where we could do justice to all the fantastic content. Bigger images, better typography and a lot of moving content – ACNE & IKEA produced over 40 unique content films for the digital catalogue.” Johan Holmgren, Creative Director, ACNE
Richer, deeper, fuller content
The new app is easier to navigate and has a more intuitive menu. It also features more material and several ways to get a real life feeling of the home furnishing solutions. Another thrilling part of the new app is the possibility to look at IKEA products in an AR (augmented reality) mode. This makes it possible to virtually place IKEA products in your own home and see how they will look.
Apple TV
New for this year is the Apple TV version, which is a manifestation of our goal to turn the catalogue into an experience of its own and will be released globally end of September.
Credits
Client: IKEA
Agency: ACNE
Creative Director: Johan Holmgren
Executive Producer: Ori Mace
Producer: Niclas Bergström
Design Director: Ante Stenberg
Designer: Patrick Sundqvist
Designer: Johan Lundgren
Project leader IKEA Communication: Maria Berge
Creative Director IKEA Communication: Sara Blomquist
UX Designer IKEA Communication: Antonio Ceballos
Production Manager IKEA Communication: Karin Rudd Nordin
Art Director IKEA Communication: Marcus Bällgren
Interactive director: Agnes Zetterman
Digital Director: Marcus Wård
Technical lead: Svante Hellberg
Developer: Rickard Leckström
Developer: Patrik Andersson
Developer: Benjamin Ljung
Developer: Andre Fokau
Production Manager: Cornelia John
Filmwriter: Ebba Körlof
Filmwriter: Christian Karlsson
Producer: Kristoffer Larsson
Production Company: ACNE
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