Ikea Catalogue Moves Into Augmented Reality

The pages of Ikea's August catalogue are to heavily feature Augmented Reality, thanks to agency McKann-Erickson. When the print catalogue is scanned using a new app, using Metaio's image recognition software, it will trigger a variety of content.

The revamped catalogue features around 43 new pieces of content - including video, images, and overlays revealing 'hidden' content - produced by McCann and Ikea's in-house agency Icom. New content is apparently going to be added in the future.

There's a video of the AR-enabled catalogue in action below.