Ikea prints 211 million copies of its product catalogue every year. That's more than 20 times the race of Sweden, the home of the build-it-yourself seat empire. These are splendid figures for a print catalogue in a digital world, but Ikea is right away varying with the times with a head-first dive in to protracted reality.
"A lot digital things becomes really engaging when you crush it up with the discernible items of the actual world," mentioned Andreas Dahlqvist, Global Deputy Chief Creative Officer of McCann, the imaginative group at the back the catalog.
Augmented reality features will hurl out in the 2013 book of the print catalog, that will arrive in customers' mailboxes after that this month. Amid cinema of Expedit bookshelves and Boksel tables, Ikea fans will see special printed symbols, any an entice to launch new iPhone and Android smartphone apps for an protracted reality experience.
When you call your smartphone over pages with digital content, a accumulation of features appear. We haven't nonetheless seen them in action, but McCann says an "X-ray" underline looks inside the compartments of furniture. The printed catalogue pages moreover correlate with 3-D models of products, videos about products, and digital how-to content. McCann says Ikea isn't jumping on the AR bandwagon in reply to Google's Glass project. Rather, the
In early 2011, Ikea enlisted McCann to help overpass the hole between paper and digital. Replacing the paper catalogue with an wholly digital catalogue done small sense, Linus Karlsson, Global Chief Creative Officer of McCann, told Wired. "If you had a publication that had 211 million copies in circulation, you only would't finish it. That would be crazy," he said.
Instead, Ikea motionless to peppers the catalogue with a digital covering - a sufficient more appealing tender than scrapping print entirely, and going true to mobile. "It became a really engaging exercise, and non-stop a entire world of opportunities," Dahlqvist said. "We satisfied you could daub in to a entire new way of digital innovation."
McCann says it worked really keenly with Ikea during the entire project, and satisfied that Ikea itself - the company, its world perspective and its product growth - could be a source for engaging calm opportunities. This led to a array of videos that parent when you call your smartphone over a catalogue page (see on top of for an example). "The more you correlate with Ikea, you noticed that they have this extraordinary ability about life at home and home furnishing," Dahlqvist said.
No word on if any of the videos indoctrinate customers on how to hope for the company's important Swedish meatballs. The catalogue and the confidante apps for iOS and Android will be existing on July 31 .
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