IKEA announced on July 16th, 2014 that the new 2015 IKEA U.S. catalog, filled with design inspiration and new products for every area of the home, will be available to the public starting this August. Themed Where the Everyday Begins and Ends, this years catalog highlights the two important rooms where people sleep and get ready every morning and night the bedroom and the bathroom. Readers will learn how IKEA can help them make the beginning and end of their days more comfortable, more calm and more organized by designing their spaces based on their own routines, utilizing smart space solutions, and expressing their personal styles.
After more than 50 years in the furniture business, Ikea decided to perform its very first global company survey. The goal of the survey was to “[dig] into how the world wakes up by tuning in to eight different metropoles in eight different countries [to investigate] the morning routines, habits and wishes of those who live there.” Ikea then used the study’s findings—sourced from residents of Berlin, London, Moscow, Mumbai, New York, Paris, Shanghai and Stockholm—to inform the creations of several new products in its 2015 collection. contd..
Last week I attended the launch of Ikea’s 2015 Catalog in NYC. Local influencers were invited to a slumber party themed event at a pop up space in lower Manhattan. The space was styled with bedroom products such as bedding, closet and wardrobe pieces along with vanity displays.
Becky LaFranchi, the Communications and Interior Design manager USA Ikea had a Q & A with Mike Doyle of Ketchum NYC.
“The bedroom is not just for sleep. There is a family bed where movie nights are viewed and everyone has a spot to sit. A private room for the family.”
Do not worry about the size of your living space because outside is your living room.
By 2050, 86% of developed countries will be living in urban areas. A world that exists outside of our four walls.
A rise in “Small Space” living in the US in order to have a world that exists outside of our four walls and has nothing to do with an economic decline.
Becky’s Inspiration: materials, visual texture and tactile.
Do not be afraid of color, be afraid of beige (humor).
Families are learning to live together again in their space.
The color that sells is beige. It is a delicate balancing act of bringing in color. Different pieces with color really have different places in Ikea.
The lowest price point products are the hardest to design, finding materials, suppliers and stackability is what goes into Ikea’s equation to arrive at the best product and price point.
Ikea is celebrated as an accessible brand.
“Respect to the range”.
Ikea speaks to their customers through their room settings in their stores.
Millennials are breaking all the rules, teaching us what life will be going forward. They are not quite as interested as having a home for 30 years, a job for 30 years and they really see the World as their opportunity.
What millennials own is temporary. “The 2015 collection is inspired by millennials”.
Baby Boomers/ Flat Age Society are refusing to age the same way their parents did. They are living, working and staying young longer. A lot like the millennials. Choosing to downsize, living in small spaces and are not as afraid as their parents were about what is coming in the next 3-5 years.
What separates millennials from the Flat Age? Flat Age wants luxury and comfort, where as millennials are fine with not worrying about luxury.
Ikea can provide comfort and luxury with their products for the Baby Boomers/Flat Age Society as well.
Baby Boomers/Flat Age Society is motivating Becky, Ikea’s designer .
What keeps Becky up at night:
How can Becky convince the Baby Boomers/Flat Age Society what Ikea has to offer will last the Boomers for 10, 15 and 25 years if they want it to. Also, how can Becky can convince the millennials that Ikea has something that is not just beige..
Ikea does not have a specific generational segment they cater to.
Ikea tries to reach all the generations.
The 2015 catalog will be available in 67 printed editions, 32 languages and 46 countries/territories. The IKEA catalog is now the largest print production ever to be printed on 100% FSC® (Forest Stewardship Council) certified paper. The entire IKEA catalog production chain, from forest to printer, is FSC-certified to ensure a more sustainable origin of the wood.
U.S. consumers can access the new catalog in multiple ways:
- Printed Version Request a printed copy of the catalog at http://www.getmy2015catalog.com.
- Digital Version Visit http://www.2015digitalcatalog.com to view the digital version of the catalog online beginning on July 24. New for this year, user will also be able to save lists of their favorite products from the digital catalog and create shopping lists.
Laura demos IKEA App scan and discover feature #IKEAcatalog https://vine.co/v/MQeIEaXrAqO
- Catalog App for smartphones and tablets (iOS and Android) Download from your app store beginning on July 24. The app gives users access to extended catalog content by scanning designated pages of the printed catalog. The extended content includes: an augmented reality Place in Your Room feature which allows users to virtually place and view nearly 300 IKEA products in their own homes; shareable videos featuring quick DIY tips and stories behind IKEA products; 360º views that allow users to look all the way around a whole room; and image galleries. Select content will also be available in the digital catalog.
Fans can connect with IKEA on:
About Interior Designer Rebecca (Becky) LaFranchi:
Her career trajectory: Becky is a self-made interior designer coming from a humble background. She started as a child, creating room layouts on graph paper and “buying” products from the Sears or Penny’s catalog to place in her imagined rooms. Later in life, while waiting tables, she decided to get a degree in Interior Design. This eventually brought her to IKEA Seattle where she managed that stores’ team then was recognized for her talent and landed the biggest job of all as responsible for all stores.
* Her role at IKEA: She is responsible for the visual look and feel of all 38 IKEA stores. She leads a team of over 500 co-workers comprised of Interior Designers, Visual Merchandisers, Graphic Designers and Carpenters. She is passionate about product and interior design at IKEA.
Images shot with a #GALAXYS5 smartphone #VZWBuzz