IKEA catalogue puts virtual furniture in users’ living rooms

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This year’s IKEA catalogue comes with an augmented reality twist, giving users the ability to place virtual furniture in their own home with the help of a smartphone app. The service works by users scanning selected pages in the 2014 printed IKEA catalogue with the IKEA catalogue application (available for iOS and Android) or by browsing the pages in the digital 2014 IKEA catalogue on a smartphone or tablet. The company's playful video demonstrates a few other things you could do with the app.

Brand: IKEA | Sector: Homewares, Retail | Country: UK | Objective: brand awareness, consideration and purchase | Format: Mobile, Print, App

After selecting a piece of furniture, users put the catalogue itself on the ground, where it acts as a sort of anchor for the 3-D image of the chair or table.

If the furniture needs to be rotated, the user simply rotates the catalogue.

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