Ikea incorporates augmented reality into its new catalog to 2013

Whether in magazines, advertisements or applications; Augmented reality is a concept that is increasingly being incorporated into our daily lives.. Further proof of this is Ikea, company that has presented what will be its furniture catalog 2013, which will go hand in hand with an augmented reality application for mobile devices with which it will be possible to discover content such as videos, photo galleries and other “interactive experiences”.

Companies continually seek to be at the forefront and to do so they make use of technology.. In this sense, the international company of Swedish origin specialized in the distribution market of furniture and home decoration objects, Ikea, has just published its catalog 2013, which introduces a new element: the interactivity. The furniture retailer commissioned the agency McCann-Erickson redesigning your printed catalog, which reaches about 211 millions of consumers around the world.

According to McCan's vice president, Andreas Dahlqvist, the agency has attempted to carry “the creativity of Ikea” to the catalog itself. One of the new features of the catalog is a visual recognition application that will bring to life its pages and the products displayed on them, in the form of inspirational videos, designer stories, x-ray vision that offers views of the inside of furniture, and much more. Dahlqvist added that another key objective was to extend the shelf life of the catalog in consumers' homes.. Its half-life is approximately two weeks, but with digital offers, Content can be added and updated on a regular basis, so the catalog will remain valid throughout the year.

Printed pages accompany supplemental materials with a smartphone icon that encourages shoppers to scan it to see more. The application uses image recognition software Metaio, and not QR codes, allowing you to add more content to pages in the future. with them, Viewers can be alerted to new content through billboards, as explained by the creative director of McCann, Koen Malfait.

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