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IKEA Catalogue 2.0

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This new interactive video/catalogue for IKEA is simply brilliant. From a purely cinematographic perspective, the quick-cut intro sequences followed by ultra slow-motion shots convey the message of relaxation and escape. The added element of interactivity makes the experience novel and, to use a horrible web marketing term, “sticky.”

The voyeuristic thrill of switching angles on the lives of ordinary people is a clever seduction into what essentially amounts to a product catalogue. But now the catalogue is given context and meaning—there’s even the suggestion of a narrative arc. Brilliant.

I believe the site was built by Forsman & Bodenfors.

Tip: DeK. Source: Movingweb.

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9 Comments »

Comment by ashground

“Clever seduction” is exactly right. I like this even more than their Dream Kitchen microsite, which is saying a lot. It’s nice to see such great video production used so well.

 
Comment by repeater

This is rather awesome. Instantly reminded me of fight club though.

 
Comment by Davidkamp

Wow… now thats some polished stuff!
very nice!

 
Comment by Rokkaboy

I think the site was built by KokoKaka

 
Comment by zeniamai

totally raaaaad… I like it a lot.. Its very polished and the slow mo thing tops it all…

 
Comment by Jeff1978

The quick-cut video/audio reminds me very strongly of “Requim for a dream” then mixed in a little “Fight Club”…I guess not bad refrences, but not new (but what is these days..). And the high speed cam always works!

 
Comment by kleverboi

The site was produced by Thomson Interactive Media - http://www.thomson.nu. Put the creds where it belongs!

 
Comment by siesta

anybody know name/title of the song played on “the lady with the hairdryer” section?

 
Comment by sergio

nice one, love that slow motion. i would include “Snatch” to the references folder.

 
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