Out with the new: IKEA’s ‘Book Book’ celebrates traditional print
September 22, 2014
Out with the new: IKEA’s ‘Book Book’ celebrates traditional print
“Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar. Introducing the 2015 Ikea catalogue. It’s not a digital book or an e-book. It’s a book book.”
Ikea has launched its catalogue for the 2015 collection, introducing it as if it were the latest tech offering from Apple. Clearly spoofing Apple ads, the two-and-a-half minute video shot against a white backdrop with inspirational music playing shows IKEA’s ‘chief design guru’ Jorgen Eghammer earnestly admiring the virtues of the catalogue. The book book is a 328-page catalogue that includes features such as “eternal battery life” and “tactile touch technology”.
As Eghammer goes on to explain how to ‘navigate’ the product (right to left to move forwards, left to right to move backwards), his mimicking is a glaring reminder of our ongoing obsession with new technology and desire to be ahead of the ‘next big thing’. So what does this mean for the old?
Let’s take retailing as an example. The buzzwords around omnichannel have dominated retail over the last few years, with many neglecting the physical store and even predicting it’s demise. Focus has shifted towards online, mobile and social media, while advertising budget has migrated from traditional to digital. The book book is a timely reminder not to forget about the old but rather reconsider it in the context of the new.