2018-IKEA-Catalog-Press-Kit

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PR LAUNCH
CTHATEAILKOEGA 2018

Make room for life

Welcome to a new
IKEA Catalog!

Regardless of wallet size or living space, 2018 is about enabling you to make more room for
the things you love in your life - to help you get a few steps closer to your dream home. So,
we couldn’t be more excited to share with you, smart interior design, clever products, intriguing
stories about what goes on in the world, and how we innovate for a better life at home.
Discover a redesigned, more colorful experience that’s easy and intuitive to navigate: watch
films, get hands-on tips and ideas, great product offers with even lower prices, and fresh future
designs to look out for.

Jump straight into it, and indulge in a new world of the IKEA Catalog 2018.

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Catalog theme

We’re wrapping the entire catalog in
the context of a theme: Make room
for life. It’s about looking beyond the
walls of your home and not letting
them determine what you want it to
be. It prompts you to ask yourself what
it is you want more room for in your
life - whether it be friends and family,
nature, relaxation, or maybe a bit extra
room to do nothing at all.

Room ideas & inspiration

A special focus is put on life in and around the living room. Or better yet,
the room for life. Here we share a few of our interior solutions from
the catalog - ideas on how to make room for all kinds of activities
allowing you to choose the life you live, and simple home furnishing tips
that might inspire you to rethink your own home. Find out how to
cleverly make small, price-worthy spaces grow, or live a more
sustainable life at home just by purchasing the right kitchen...

Make room for life Make room for being together - PH144433
and apart. The living room tends to be the
place where everyone does almost everything.
Play. Nap. Work. Chat. Eat. Think. But some-
times we don’t want to do it all together, right?
Carving out zones in this well-loved room
makes space for everything – and everyone.

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Engage your senses and make room for zen.
Much of daily life is about being connected.
Your home can be a place to do the opposite.
Disconnecting in a space dedicated to engaging
your senses, can help you toss the stressors of the
world and simply be in the now. Smell the fresh
pinewood. Feel the soft cotton textiles. See the
green life of nature, inside. This way, you’ll have
the space to think, rest and disconnect, just by
being in the room.

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PH146114 Stretching your space to be as flexible as Make room for life
you are. The expectations of a living room
are constantly increasing, while the space is
shrinking and the activities are bleeding into one
another. Furnishing flexibly with two gateleg
tables means there’s plenty of room for
socializing, dining and your daily dose of exercise
while your little one sits comfortably close by.

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A living room for kids to be kids. You might see a t Download the IKEA Catalog app and get even more inspiration.
living room, but your kids see all the ingredients they
need to play. And so your rug becomes a hopscotch Video
game and your coffee table an essential for fort
building. When you furnish your space with durable,
washable – and good-looking – pieces, you create a
room where play is life, and anything can happen.

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t Download the IKEA Catalog app and get Fluid life. Fluid space. Fluid furniture. Larger pieces
even more inspiration. of furniture in a small space don’t only need to cater to
a single purpose. Tables on wheels can do wonders in a
Video studio. Socialize and share a meal, or roll them away to
free up plenty of space for spreading out and indulging
in your passion – whatever that may be.

A small room with a grand idea. It can be PH144668
tricky to break the conventional living room set
up, even when it doesn’t suit one’s lifestyle or Fluid living
space. But it’s not impossible. Erase the
conventions, and start thinking about your
needs. Pulling furniture away from the wall and
into the center of the room means more wall
space and more personality. Here’s a studio
that now embodies the essence of
multi-functionality: workspace, bedroom, living
room and dining spot - all on an island in the
middle of the room.

t Download the IKEA Catalog app and get
even more inspiration.

Video

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Sustainability is the new black. At a time when we
feel pressure to be more conscious consumers, it’s a
relief to know that getting a dream kitchen can be
sustainable too. Being eco-conscious isn’t always about
the small actions alone. Sometimes it’s as simple as
buying big products with a smaller footprint. Meet
KUNGSBACKA kitchen fronts, made from recycled
wood and recycled PET bottles.

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simple steps we take you through ways to create an
Home furnishing, ever-changing gallery that tells your personal story.
step-by-step There’s no right or wrong way to use them – just
your way.
Dive deeper into a room set, and find out
how to create a look, solve a problem or
get new ideas on how to improve your
home. IKEA interior designers share their
expert knowledge in a more specific, yet
approachable, way to empower the reader
to use it on their own.

t Download the IKEA Catalog app and get
even more inspiration.

Video

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Large impressions
with a small price

For 2018 we’re introducing a new type of
room set where we select a combination of
products with a total price to show readers
how to instantly purchase and replicate a
solution - or part of one - at home. They
focus on the little, affordable things that
really make a difference. Whether it’s
about creating a new look, or simply making
a few tweaks, they can help people create
immediate change at a low price.

PH144322 Furniture made to move with you. PH143079
You never know where life will take you.
But wherever you move, you should be
able to take your furniture with you.
Choose light, versatile pieces that are easy
to move – and look right at home in any
space.

t Download the IKEA
Catalog app and get
even more inspiration.

Video

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Putting you first
with inspiration at
your ingertips

Regardless if it’s a room set, new products
or understanding how to shop at IKEA, it’s
all about enabling people to find what’s best
and most suited for their homes. We want
it to be simple, hands-on, and without
question about price, quality or how to get
“that” look on your own. You should always
be able to do it all by yourself - and if you
don’t want to, IKEA is there to help you
every step of the way.

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Quality products at amazing prices
Everyone deserves to have a home that they love. We want our products to inspire and empower you, regardless
of the size of your wallet or living space. It’s about offering you an afforable product that is so much more than
affordable - it’s versatile, durable and attractive. It takes you from dreaming to doing.

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The five faves
of all time

We all have IKEA favorites. So we’ve
chosen to celebrate a select few by
highlighting their icon status, quality,
versatility and design. These product
families have been ranked the most loved
by customers for years - here we’re sharing
why. From smart BESTÅ and sleek MALM to
ageless HEMNES, find out why these pieces
are still standing strong.

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New arrivals

We want to show that there’s always
something new at IKEA: new ideas, new
products, new ways to look at your home.
Here we’ve handpicked a few exciting
things to look forward to. But our new
product and collection launches don’t only
happen during the drop of the IKEA Catalog
- they happen all year around.

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Feature stories Big glamour with a small amount of money
Anyone can express their own style with IKEA products.
We’re curious about you, your life at home, To prove it, vivacious Iranian-French interior designer
what’s going on outside our bubble and Maryam Mahdawi gets to create her dream living room
how it affects the world all of us live in. using only IKEA products and a lot of tips and tricks.
With our feature stories connected to home Known for her glamorous, haute couture style and
furnishing, design innovation and societal playful, theatrical creations, Maryam pushes the
engagement, we take you on a journey envelope as far as it can go. She calls it “Marie Antoinette
around the globe. meets Mr. Kamprad.”

Get an even bigger picture digitally, where
lives, cities, ideas and products come to life
in short documentary films.

PH146130 There’s more to life than furniture
We decided to explore what it takes to create a home for a young
urban nomad; Josh, 24, in Berlin. Together with an IKEA interior
designer, we create a room for Josh that fits his needs, and can
easily be packed and moved to a new adventure. Get ideas and
inspiration on how to think smart, flexible and light-weight. To
better get to know Josh and the vibrant pulse of Berlin, we hang
out with him for a day: visit his favorite places, meet his friends
and find out what they love, how they live, and, most importantly,
why they’ve chosen to live this way.

t Download the IKEA Catalog app and get
even more inspiration.

Video

Play for life
The IKEA Foundation has partnered with Handicap International
to support its use of play-based activities to rehabilitate disabled
and other vulnerable children. This story is about their work in
a refugee camp in Thailand. It’s about the children and their
families living in poverty, violence and difficult conditions, with
no means to relax, and no opportunity to play. Handicap
International is changing that by creating inclusive playgrounds
where the children can feel safe, share their experiences, relax,
smile and play - essential elements for their mental and physical
health.

t Download the IKEA Catalog app and get
even more inspiration.

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The digital PH145341
experience

The digital IKEA Catalog brings our rooms
and ideas to life. Get closer to the reality
behind our feature stories, place products in
your physical home with augmented reality,
and watch sharp how-to films that take our
home furnishing knowledge from dreams to
doing. The new, more intuitive navigation
allows you to easily find products to love,
the rooms that get you excited and the
ideas that empower you.

Ranking at the top amongst lifestyle apps
on AppStore - get the full-blown experience
straight from your sofa at home with Apple
TV, browse it on your tablet or smartphone
anywhere, or of course on your laptop or
desktop.

Start & Intro Tablet, desktop Mobile view
and laptop view
More inspiration,
quick & easy

This year the digital IKEA Catalog wants
to be more inspirational rather than
informative. First impressions are
everything, and we want this one to be
enthusiastic and optimistic.

The main introduction welcomes you with
the most exciting and newsworthy
content to instantly enjoy. The color-
coded navigation makes it easy for you to
browse and find what you’re looking for,
while always being just one click away
from more in-depth content and products.

Room chapters Tablet, desktop Mobile view
and laptop view

Each chapter has a clear, color-coded
introduction, and an overview of all the
rooms included within. Each room has a
more comprehensive story to tell - offering
more tips and ideas, products and films to
engage with.

Product chapter Tablet, desktop Mobile view
and laptop view

The product chapters, divided by product
category, are just as digestible and easy to
browse.

Save and share all your favorites, or create
a shopping list to bring to the store or shop
at IKEA-USA.com

Promos & teasers

Don’t forget to download the IKEA Catalog app and get even more inspiration.

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Make Room for Life You see a living room, they see dungeons Fluid Living 24-Hour Room
and dragons

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Tell your story with still lifes Live well, travel light: Furniture that Berlin is his living room Let’s play for change
moves with you

©Inter IKEA Systems B.V. 2017

Please contact U.S. PR:
Janice Simonsen

IKEA Design Spokesperson
e-mail: [email protected]

Phone: 610-834-0180 x5343