Here’s a nice move from IKEA to add some interactivity to their catalogues. This video shows a preview of their new app that will bring the IKEA catalogue to life with a collection of additional content for viewers.

Users can download the IKEA app and use it to unlock videos, interactive experiences, photo galleries and explore products further. IKEA enlisted McCann-Erickson to refresh the catalogue, which is distributed to over 200 million worldwide customers. The app uses visual recognition technology to bring the pages to life. I love to see IKEA’s innovate and creative approach to it’s advertising and marketing. Is this the future for catalogues?

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