Ikea catalogue gets an interactive overhaul
Retail giant Ikea is using augmented reality in its catalogue for the first time this year.
The new interactive catalogue has been developed by ad group McCann working with interactive consultancy All of Us.
All of Us and parent group McCann were appointed by Ikea to give the catalogue digital capability for its 2013 edition.
There are 211 million copies of the catalogue produced annually so a decision was made to add to the print experience rather then scrap it.
The Ikea Catalogue App was developed, which allows an ‘X-Ray’ reveal of the inside of cabinets, while image galleries offer more pictures of products, and ‘seamless interaction’ shows rooms with and without textiles, allowing users to build up decorative elements.
Colour options can be explored, videos will show more product detail, give tips, ideas and inspiration, and 3D models will bring products to life - with some furniture animated to explain function.
The app has launched in the US and it is expected to launch in the UK next month.