AUGUST 23, 2016
IKEA Al-Futtaim has launched the brand’s 65th annual home furnishing Catalogue in Qatar at a media event at its Doha Festival City store, featuring 320 pages of tips and ideas for every area of the home and over 1,400 new products.
This year’s Catalogue theme of ‘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 step further to urge people to be themselves and do things their own way.
This year’s cover concept, with the slogan “Designed for people, not consumers” further reinforces that everything IKEA does is driven by the needs, dreams and desires of real people. Because IKEA understands how people live at home, the new products and solutions throughout this year’s Catalogue are designed based on the real needs and dreams of people. From kitchen tables that double as workspaces to sofas that become beds by night, IKEA has developed home furnishings that are as flexible as people are.
Vinod Jayan, Regional General Manager – IKEA Qatar, UAE, Egypt and Oman said: “The aim of this year’s Catalogue is to provide products and solutions, which empower people to be unexpected, to just be themselves and to do things their own way by creating a comfortable and secure home according to their own families’ needs and wants. Whether it’s mixing and matching chairs or serving a fancy dinner without silverware, it’s all about following one’s personal path. IKEA wants to enable people to just relax, embrace simplicity, do what makes them happy and simply enjoy their time at home.”
Embracing the desire to be unexpected, this year’s Catalogue is a little different. Feature stories highlighting product stories and stories from real people across the globe express the brand’s values and show the many faces of IKEA in the real world, from community development programmes and innovation in production, to the efforts made to ensure best quality.
Improving the way people interact with the brand, IKEA’s totally redesigned IKEA Catalogue app for smartphones and tablets that offers richer, deeper and fuller content, creating an enhanced user experience with unrivalled capabilities for those who want to look deeper into the Catalogue content with videos, augmented reality and 360° room views.
In Qatar over 1.1 million copies have been printed in English and Arabic on 100% Forest Stewardship Council Mix Credit certified paper, with almost 800,000 copies being distributed door to door across Qatar. The Catalogue can also be collected from the IKEA store in Doha Festival City or viewed on www.IKEA.qa.