Ikea al-Futtaim launched yesterday the brand’s 65th annual home furnishing catalogue at its Doha Festival City store.
Over 1.1mn copies have been printed in English and Arabic with almost 800,000 copies being distributed door to door across Qatar.
Launched simultaneously across 48 countries in 32 languages, the new 2017 Ikea catalogue is filled with more than 320 pages of tips and ideas for every area of the home and features over 1,400 new products.
The catalogue’s theme, ‘Goodbye expectations. Hello you!’ highlights home furnishing solutions that help to inspire and enable people to live a life free of conventional expectations.
Built on the foundation of last year’s theme of life in and around the kitchen, where food was the centre of discussion, this year Ikea takes it a step further to urge people to be themselves and do things their own way.
“This year, we hope to further emphasise the importance of life at home and spending quality time together,” said Vinod Jayan, regional general manager – Ikea Qatar, UAE, Egypt and Oman.
For the first time in the history of the catalogue, Ikea has introduced feature stories that express the brand’s values and show the many faces of Ikea in real world; from community development programmes and innovation in production, to the efforts made to ensure best quality.
Another new feature is this year’s cover concept, using the slogan ‘Designed for people, not consumers.’ Also launched is a totally redesigned Ikea catalogue app for smartphones and tablets, offering videos, augmented reality and 360 degree room views.
The Ikea catalogue remains the largest print production ever to be printed on 100% Forest Stewardship Council Mix Credit certified paper with 211mn copies printed globally.
The catalogue can also be collected from the Ikea store in Doha Festival City or viewed on www.ikea.qa Ikea Qatar is a member of Al-Futtaim group of companies. Between August 2015 and July 2016, the Ikea Qatar store received 1.5mn
visitors.