As a milestone of the season, Ikea’s annual catalog has always accompanied the autumn rentrée with new ideas and projects and even making the return to reality exciting after the now distant vacations.
Nordic-inspired rooms where you want to sit and read, living rooms for ideal sofa and blanket plans and, in the case at hand, kitchens as practical as evocative in which you want to cook.
These were the beautiful scenic proposals in the Ikea catalogues. Pretty while they existed. But every beautiful love story has an endingand in this case it arrived in 2020.
That year, the Swedish company decided to stop distributing these sought-after pieces: the catalogs they were so wanted that the lucky one who came across a package From them she took it to her mother-in-law, her cousin and her co-workers. That’s how it was.
This catalog began to be distributed in Swedish in 1951, and every year it came out in 55 different editions, in 27 languages for 35 countries, being the company’s greatest marketing tool.
According to the company’s FAQS, with more than 300 pages and nearly 12,000 products, it was distributed both in warehouses and by mail. Most of the catalog was produced by IKEA AB catalog services in IKEA’s hometown of Älmhult, Sweden.
Apart from the millions of copies distributed in Ikea stores around the world (which place the catalog as a work with more publications than the Bible), one of its successes were the collection nameswhich in some cases have made headlines for being word games.
Heading to a new world
The company justifies that the decision to stop the distribution of the catalog (made in full pandemic) was then encompassed in a commitment to generate a positive impact on the planet and move towards sustainability, but also in a transformation towards digital development.
On the company’s website they exclaim: “Goodbye to the IKEA catalogue. A new era begins! After 70 years of success, we turn the page. It is time to write a new chapter.”
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This new chapter consists of content launched by the Swedish network throughout the year and across all platforms: namely, website, mobile applications and social networks. But those of us who are nostalgic for paper know that it is not the same.
Photo | Ikea
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