A New Kind Of Catalogue

Rethinking the world’s most printed publication.

Client: IKEA
Agency: McCann

We reinvented the IKEA catalogue with a complete copy, design, photography and structure overhaul. We also used image recognition and augmented reality to add a digital layer to the printed catalogue — allowing users to unlock inspirational films, style galleries, how-to videos and useful tools for bringing new life to their homes. The catalogue marked a turning point in the way IKEA approaches their most valuable marketing tool and introduced innovative new technologies to a mass audience.

Creative Director


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Executive Creative Directors:

Linus Karlsson
Andreas Dahlqvist

Creative Directors:

Zack McDonald
Koen Malfait


Zorica Radovic
Shelia Johansson


Brian Finke