© In

ter IKEA system

s B.V

. 2016

CATALOGUE FY17PRESENTATION

Maria BergeProject LeaderIKEA Catalogue

INTRODUCTION

32 languages in total. Spain

has 5 language editions.

38 laps around the planet if

you line up all copies.

211 million copies released in 70

editions.

62 Films produced for the digital

catalogue.

INTRODUCTION

177 000 pallets used to

distribute to people in 49 countries.

102 000 hours of work,

spread over about 200 people.

8 800 m2 ICOM studio is

located in Älmhult and is the largest studio in Northern

Europe.

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.

CREATIVEPROCESS

IT STARTS WITH THE BRIEF…

- Strengthen the IKEA Brand- Stimulating home furnishing interest- Attract more people to become IKEA customers

EXAMPLES FROM THE BRIEF

- Communicate the IKEA point of view- Share concrete home furnishing knowledge- Optimized digital experience

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.

4 STEPS

WHY START A CREATIVE PROCESS WITH CONSUMER

INSIGHTS?

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.

RESEARCH

Research consists of relevant data, facts and observations.

This is WHAT is going on in people’s life at home.

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.

CREATIVE TAKES (How Might We…)

Creative takes set thedirection for generating ideas. Repeatedly asking the question, how might we...?

Means one insight can leadto multiple ideas.

These are the opportunitiesfor us to help the many people create a better life-at-home.

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.

INSIGHTS

WHAT IS AN INSIGHT?

An accurate and deep intuitive understanding of something. Boiled

down, it is an answer to the question, WHY?

WHAT AN INSIGHT IS NOT:

An observation or trend

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!

2 PURPOSES

1. InspirationHelps us discover new opportunities based on the many people’s life at home.

2. ValidationHelp us judge if our solutions are relevant to the many people’s life at home.

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.

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.

SOLUTIONS

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

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

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

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

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)

DIGITAL CATALOGUE MOVEMENT

We need to catch up with our users.

1.0 → 2.0

Digital native Seamless flow Rich with content

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On the devices of your choice.

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Launching on Apple TV is big news.

TACK!