Friday, August 16, 2013

IKEA's New App Lets You See Their Furniture in Your Rooms

Remember the scene in "Fight Club" where Edward Norton's character fills his apartment piece-by-piece with IKEA furniture, complete with names and descriptions floating eerily overhead?  A new mobile app from the home furnishings giant will allow you to recreate that scene in your own home, as your mobile-camera view contains a pasted-in IKEA piece that allows you to see exactly how it will appear in your living space. The app is a step away from the IKEA catalog as we know it (though it uses descriptions and images in the catalog as the starting point), and moves retailing technology steadily forward into the 21st Century.

Hunter Communications Original News Source:
Forbes

Link to article:
Excerpt: "The 2014 catalog, containing some 12,000 products spread over more than 300 pages goes out to over 200 million recipients. With a print run that rivaled the Bible last year, this captive audience is invited to thumb through pages of inspired Scandinavian designs that maximize tight spaces while minimizing wallet impact. Now, on pages marked with an unobtrusive + symbol, they can scan those items, place the actual catalog in the spot they’d love to see that coffee table or cabinet, look through their tablet or phone viewer, and voila. The furniture 'appears' in their room with the help of interactive augmented reality –no QR codes or torn pages required. Not to mention that no one has to actually head to the store, only to fall in love with that KIVIK chaise that, once installed, just doesn’t work with their existing decor.

The augmented reality app builds on a 3-D function the 2013 catalog that effectively allowed shoppers to see certain furnishings in action. A table with a drop leaf gets bigger, for example, or cabinet doors open and close.

IKEA started working with 3-D back in 2005 and eventually integrated the technology to replace some of the actual sets it used to photograph new products. Switching to computer generated graphics served up savings for the privately-held company which typically spends more than two-thirds of its marketing budget building and furnishing those irresistibly cozy spaces. This new ability to plop bigger ticket items right into a room blasts through the traditional, tiny-screened mobile shopping experience. It combines the innate comfort of shopping at home, the tactile pleasure of turning printed pages, and the instant gratification of 'seeing'the living space revamped."

(Note: Hunter Communications handles marketing for Burbank Town Center , home of IKEA Burbank)

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