TORONTO—The 2013 IKEA catalogue arrives in homes starting today, and it's not your average printed guide.

Consumers can flip through the publication the same way as in the past, but with the added bonus of augmented reality: "When holding a smartphone or tablet over a page, users are able to access films about IKEA products, experience 3D models, look behind closed doors with an x-ray function or change the curtains and get creative," noted Madeleine Löwenborg-Frick, public relations manager for IKEA Canada.




Consumers can download an app to access the extra features.

The extended content was developed globally by IKEA in conjunction with ad agency McCann New York. McCann NY worked closely with ICOM, IKEA's in-house communications team based at IKEA headquarters in Almhult, Sweden, with a focus on "enhancing [the catalogue] with technology and storytelling".

Despite the lean towards digital, Löwenborg-Frick assures that the printed catalogue will not only continue in the future, but possibly grow. "The printed catalogue remains the cornerstone of our marketing campaign globally," noted Löwenborg-Frick. "There is no plan to reduce our catalogue production and as we enter new markets, the production will increase."

The catalogue is, of course, also available in a fully digital format on www.ikea.ca.

The IKEA catalogue is delivered to around 210 million homes around the world.