Swedish home furnishing retailer IKEA has launched its 2018 Catalogue, produced in 35 languages, in the UAE packed with home furnishing products, ideas and inspirations .
The contents of the 2018 edition reflect a change in the way people use their living spaces in the wake of urbanisation and new technology. Through its extensive consumer research, IKEA has now identified the living room as the heart of everyday life at home across the world, where it has become a place for connecting with family and friends, celebrating special occasions and a room that is more personalised than ever before.
As the living room has become the heart of the home, IKEA has paid particular attention to the sofa, launching seven more styles or ‘families’ to its existing wide range, designed with the evolution of changing lifestyles in mind. It has also launched six new sofa ‘families’ with a focus on smart storage solutions. The ‘VIMLE’ family represents clever design in abundance, as sections can be added to it, changing its shape and size, therefore allowing for many different possibilities appealing to a variety of customer needs.
“The world has seen more change in the home in the last twenty years, than it has in the last 200. Urbanisation and technology have reformed our lives and our homes, creating a huge opportunity to redefine the living room. Regardless of people’s living space, 2018 is about enabling you to make more room for the things you love in life and to help you get a few steps closer to your dream home,” says Vinod Jayan, regional general manager – IKEA UAE, Qatar, Egypt and Oman.
“We are always looking for ways to ensure our customer’s experience with us, even before they step through the door, is seamless. We are really excited to share our smart interior design and clever storage through our new improved printed catalogue as well as the app which is intuitive and user-friendly,” he adds.
True to its ethos, the 2018 edition is also full of features and content that not only provide inspiring design and solutions but also share tips and information on how to live ‘green’ – whether it’s choosing sustainable food to cook at home or buying energy-efficient products.
Some of the key products that embody the IKEA ethos include the ‘KUNGSBACKA’ units, its first kitchen cabinets to be made entirely from recycled plastic bottles and reclaimed industrial wood, as well as the new ‘ODGER Chair’ made from 70% recycled plastic and 30% renewable wood.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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