No more catalogues in the mailbox for Ikea, the Swedish furniture giant. For this new season, the offers will be shown on the web and via digital events.

It’s a small revolution for Ikea. The Swedish furniture giant has decided not to release a paper catalogue for this autumn 2020 in France. Instead, it has decided to offer a digital version and is organising two rather innovative events: netizens will be able to immerse themselves into the digital pages, explains the magazine LSA Conso.

While the online catalogue has been published since August 8th, a show will take place in Paris on August 28th and 29th on the square in front of Saint-Lazare train station, and they schedule an event on Instagram.

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It must be said that the new catalogue is always a highlight for the furniture giant. This catalogue presents a large part of its offering and the new products available on its website and in its shops.

An event Ikea wants to highlight this year, while its new catalogue will not be distributed in the mailboxes of the French, because of sustainable development and responsible fashion.

But when it comes to communication, the Swedish company knows how to do it and has thought it all out in a big way.

Ikea gift vouchers and social sharing

For two days, on the square in front of Saint-Lazare train station, the onlookers will immerse themselves in this new catalogue. They can have their picture taken in a photo studio and be integrated into the atmosphere presented by Ikea to enhance the value of its products.

Afterwards, the participants will receive by e-mail the picture in this 100% Ikea setting. The brand is relying on its most connected customers to share these photos on social media and thus help promote its products.

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For this event, Ikea has also developed a special Instagram filter that allows users to create a story. By choosing the “mon catalogue Ikea” filter, they can select a page and find themselves projected straight into the heart of a room or living room designed by the brand.

The two programs also include gift vouchers with a prize draw to inspire consumers to play the game and fully propel Ikea into the future and 100% digital.