IKEA 2013 Catalogue Brings New Life to Your Home with path-breaking digital support

IKEA UAE will begin free delivery of its signature yearly publication, the IKEA 2013 Catalogue, to Dubai, Sharjah and Abu Dhabi residents this week, following the simultaneous 38-country global launch by the Swedish furniture retailer.

Themed Bring New Life to Your Home, the pages of this year's catalogue are filled with new products and inspiration for home design lovers, particularly celebrating the use of textiles to create comfortable, personal and affordable touches in every area of the home.

Aside from the smart ideas, the 2013 IKEA Catalogue - more than 211 million copies worldwide - comes with a refreshing path-breaking difference.

A brand new feature, a smart phone application, will provide extra benefits for the catalogue users and can be downloaded from www.IKEAuae.com or the App store. The application will bring the IKEA catalogue to life with videos, interactive experiences and photo galleries, ensuring the catalogue will be relevant for the lovers of the digital age as well.

IKEA's experimentation with a new way to view the 2013 catalogue -- through the lens of augmented reality - will be a treat for those in the UAE who love the IKEA brand and its world famous products.

John Kersten, Managing Director, IKEA-UAE, Qatar and Egypt, commented: "The creative content of our new catalogue has been elevated. The catalogue focuses on telling stories and reflecting what people really do in their homes rather than functions. Our applications for ipad and iphone make it easier and more convenient for our customers to access the catalogue anytime. The catalogue smart phone applications also offer readers extra content by showcasing scanning symbols on selected pages, that you can literally scan with your smartphone and gain access to many extra features such as 3D imagery, videos telling you a story about the designer behind a product, and other interactive functions. And of course, keeping up with our customer promise, the catalogue showcases our wide range of products at affordable prices that are valid for a full year, acting as a constant invitation to our store. "

2013 Catalogue is also available on IKEA UAE website www.IKEAuae.com as well as at the IKEA stores at Dubai Festival City and Yas Island.

Every year the catalogue has a key focus and this year IKEA celebrates the love of textiles, bold and beautiful.

"Visually the catalogue is rich in color and inspiration by showing textiles thoroughly across, textiles being a key priority for us this year. Textiles are much more than about function. Textiles give a room a flavor, textiles marry function and beauty and textiles help us relax. And textiles are an affordable way to introduce an easy change in a day to your home. In creating new textile patterns, IKEA designers drew inspiration from history, memories, movies, and more, leading to a wide range of textiles that suit different tastes," Mr. Kersten added.

With this year's catalogue and its theme, IKEA UAE cements the brand's strong commitment towards understanding UAE customer needs and making honest efforts at meeting those demands.