IKEA Catalogue 2.0

ikea.jpg

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.

About the author

Justin Cone

/ justincone.com
Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.

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10 Comments

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.

repeater

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

Davidkamp

Wow… now thats some polished stuff!
very nice!

Rokkaboy

I think the site was built by KokoKaka

zeniamai

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

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!

kleverboi

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

siesta

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

sergio

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

letoque

great,as always, if you have a big advertising budget.

Comments are closed.