A new Ikea home furniture catalogue is set to feature augmented reality and interactive 3D models that allow consumers to see both the back and front of a product.Printed symbols that use QR code technology will be included in the 2013 catalogue, allowing users who activate the symbols with their smartphone or tablet to launch interactive 3D models of products. To access the interactive content users will need an application available to iPhones or Android smartphones.
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On certain pages a simple wave of the phone will allow Ikea customers to see what’s behind the doors, they will then be able to go online and order.
“If you had a magazine that had 211 million copies in circulation, you just wouldn’t end it. That would be crazy,” Linus Karlsson, Global Chief Creative Officer of McCann, told Wired.
“It became a really interesting exercise, and opened a whole world of opportunities. We realized we could tap into a whole new way of digital innovation.”
The 2013 issue of the Ikea catalogue will be landing on doorsteps in the next couple of months.
