The IKEA catalogue for FY17, released in 70 editions worldwide, emphasizes a consumer-centered creative process based on understanding real-life home experiences and insights. The document outlines the extensive research and ideation steps taken to produce innovative solutions for modern living, highlighting trends in dining and kitchen usage that prioritize togetherness and personalization. It also emphasizes IKEA's commitment to sustainability, ensuring that the entire catalogue production chain is FSC-certified.

1. ©InterIKEAsystemsB.V.2016
CATALOGUE FY17
PRESENTATION
Maria Berge
Project Leader
IKEA Catalogue

2. INTRODUCTION
32languages in
total. Spain
has 5 language
editions.
38laps around
the planet if
you line up all
copies.
211million copies
released in 70
editions.
62Films produced
for the digital
catalogue.

3. INTRODUCTION
177 000pallets used to
distribute to people
in 49 countries.
102 000hours of work,
spread over about
200 people.
8 800 m2
ICOM studio is
located in Älmhult
and is the largest
studio in Northern
Europe.

4. SINCE 2015…
The IKEA Catalogue is the
world’s largest print production
ever to be printed entirely on
paper certified by the Forest
Stewardship Council (FSC).
This means the entire IKEA
catalogue production chain
from forest to printer is FSC-
certified to help ensure the
wood is sustainably produced.

5. CREATIVE
PROCESS

6. IT STARTS WITH THE BRIEF…
- Strengthen the IKEA Brand
- Stimulating home furnishing interest
- Attract more people to become IKEA customers

7. EXAMPLES FROM THE BRIEF
- Communicate the IKEA point of view
- Share concrete home furnishing knowledge
- Optimized digital experience

8. PEOPLE
CENTERED
PROCESS
We look at real life at home
dreams, needs, aspirations and
frustrations of the many
people.
This is the only way for us to
be able to identify relevant
problems to solve.
We do this by gaining and
using insights.

9. 4 STEPS

10. WHY START A
CREATIVE PROCESS
WITH CONSUMER
INSIGHTS?

11. Without the emotional aspect – insights,
together with a creative delivery,
communication will not engage and we will
not be in tune with the world around us.

12. RESEARCH
Research consists of
relevant data, facts
and observations.
This is WHAT is going on
in people’s life at home.

13. ANALYSIS
The data, facts and observations
are analyzed and insights are
gained.
This is WHY things are happening
in people’s lives at home.
OBSERVATION VS. INSIGHT
An observation is the WHAT
and an insight includes the WHY.

14. CREATIVE TAKES
(How Might We…)
Creative takes set the
direction for generating ideas.
Repeatedly asking the
question, how might we...?
Means one insight can lead
to multiple ideas.
These are the opportunities
for us to help the many people
create a better life-at-home.

15. IDEATION
Ideation is the generation of
answers to the question,
“How might we”.
These are the ideas/solutions
that will improve the many
people’s life-at-home.

16. INSIGHTS

17. WHAT IS AN INSIGHT?
An accurate and deep intuitive
understanding of something. Boiled
down, it is an answer to the question,
WHY?

18. WHAT AN INSIGHT IS NOT:
An observation or trend

19. RESEARCH MATERIAL
- Leo Burnett Universal Insights Board (2014)
- IKEA Store & Organize Global Report (2014)
- IKEA Sustainability Research (2015)
- IKEA Play Report (2015)
- IKEA Life at Home Report (2014 + 2015)
- Hundreds of home visits!

20. 2 PURPOSES
1. Inspiration
Helps us discover new
opportunities based on the
many people’s life at home.
2. Validation
Help us judge if our solutions
are relevant to the many
people’s life at home.

21. DINING INSIGHTS
• Meals have broken free from
their traditional domain and
migrated to other places – the
sofa, bed, floor or desk –
because it’s the togetherness
that matters, not where we eat.
• People living in cities grow plants
because it’s fun, decorative, and
gives them fresh produce for
when they cook.
• Social media also plays a role in
our life even when we eat
because it allows us to connect
to and share moments of
togetherness around food with
those closest to us.

22. KITCHEN INSIGHTS
• Involving kids in the kitchen is a
crucial part of their upbringing
because it helps them learn to
love food that supports good
health throughout their lives.
• Being more mindful about how
we organise our kitchen means
that we end up buying and
throwing away less food because
we use what we see.
• In people's minds, a big enough
kitchen doesn't exist because
several activities take place
there. It is a magnet for people,
things and information.

23. SOLUTIONS

24. INSIGHT
Meals have broken free from their traditional domain
and migrated to other places – the sofa, bed, floor or
desk – because it’s the togetherness that matters, not
where we eat.
CREATIVE TAKE
Introducing the new kitchen sofa, a cosy space that
brings us toghether for a meal. It’s also a place to listen
and share thoughts. The result? Quite simply, more
happy family time.
“These days the family dinner is whatever
– and wherever – we want it to be. But
there’s one thing we canall agree on, that
being together is what we care about. A
cosy, comfy dining spot we never want to
leave is all about telling stories, creating
memories and throwing out the old rules.
So eat at the table. Eat under the table.
Eat on the sofa. Or eat under a canopy. As
long as it’s together.”
BRINGING YOU CLOSER TOGETHER
WITH COSY EATING SPACES

26. INSIGHT
Without the high expectations we often place on
ourselves, everyday cooking can ease stress, build self-
esteem and curb negative thinking, helping people enjoy
their life at little bit more.
CREATIVE TAKE
There is no better place to enjoy some alone time than
in the kitchen. For Louise, she cherishes this time by
herself. Her small and compact kitchen - specially
designed for her – is the perfect place to turn on some
music and make a feast for one. It’s a functional space
that recharges her batteries.
“The appeal of cooking for one is all about
perception. You could see it as an
inspiration-less chore, something you
simply have to do. Or you could see the
possibilities – because when you’re one,
you can literally do whatever you want.
Stay in your pyjamas. Sing a cheesy rock
anthem in your loudest voice. And cook
with gusto, even if things end up on the
floor. It’s about customizing a kitchen that’
s just for you, one that inspires you to
cook like no one’s watching.”
COOK LIKE NO ONE’S WATCHING

28. INSIGHT
People who rent would like to make their home more
personal and functional in spite of the limitations because
updates make it feel more like home.
CREATIVE TAKE
For Max, a student who is just starting out, the new BTI-
kitchen is the perfect solution. It’s got the tools he needs and
it fits in his small space, but it’s not fixed. So when the time
comes to move, this kitchen moves with him.
“This is actually a kitchen - with all of the
basic tools you need. There’s a hob fo
cooking, a mini-fridge for cooling, and a
sink for doing the dishes you’d like to
forget. There’s no major planning or
blueprints. No intricate installation. Just a
simple kitchen you can add wherever you
need one. So when you’re proudly bearing
the badges of youth - a thin wallet and a
small space – you can have a functional
kitchen that feels like home. And when
home moves somewhere else, you can
just take it with you.”
A KITCHEN MADE FOR MOVING WITH YOU

30. INSIGHT
Parents feel guilty for not spending more time with their
children because they know these are precious moments,
and time their children appreciate most.
CREATIVE TAKE
For kids, a bunk bed is like a jungle gym – made for
climbing as much as relaxing. In this adult livingroom, the
bunk bed is more sofa than bed. It is a place for kids to
play and relax, while parents are close by. It’s an
inspirational solution that rethinks the living room, and
meets everyone’s needs for together time.
“Precious moments with our kids are
the memories that stay with us. But in
the everyday, it can be hard to find
time for those moments.
So we came up with an unconventional
fix. We brought the bunk bed out of the
kid’s room and put it in the living room
– giving it a refined and mature
aesthetic. It’s part jungle gym and part
cosy sofa, a piece that lets kids be kids
and adults be adults – together.”
CLIMBING & CUDDLING

32. Through the same creative process, we also create
certain country-unique solutions. It is for a few
markets where we see the need to be even more
“relevant”.
Japan is a great example of this, where we create
specific Tatami rooms for their markets, still based
on global insights and universal truths.
BRINGING NATURE INSIDE
(Japan specific)

34. DIGITAL
CATALOGUE
MOVEMENT

35. We need to catch up with our users.
1.0 → 2.0

36. Digital native Seamless flow Rich with content
38

37. On the devices
of your choice.
40

38. Launching on Apple
TV is big news.

39. TACK!