Make Room for Life with ideas from IKEA's 2018 Catalogue

For Immediate Release

Make Room for Life with ideas from IKEA’s 2018 Catalogue

Singapore, August 30, 2017 – The living room is one of the most important
spaces in a home. It is a place for connecting with family and friends, celebrating
special occasions and reminding us what matters in life. As homes change rapidly
over the years, there is a need to reposition the living room completely to meet the
functional and emotional needs of modern living. IKEA celebrates its biggest launch
of the year with the release of its 2018 Catalogue, available to the public from
tomorrow onwards. This latest edition carries a renewed focus on the living room
and how to inspire readers into a world of home furnishing inspiration and smart
solutions across the home to Make Room for Life.
Detailing more than 400 new and 100 even lower priced products, as well as IKEA
FAMILY products and offers, the 2018 IKEA Catalogue wants customers to look
beyond the walls of their homes to create a dream space for the things they love,
all at an affordable price.

“Today’s living room is bustling with activity, and IKEA recognises it as the heart of
everyday life at home,” says Ms Caroline Ng, Country Marketing Manager, IKEA
Singapore. “We want to encourage homeowners to make room for their needs and
dreams with easy and inspiring solutions that will enable them to make more out of
their space and feel good at home, while showing off who they are and who they
want to be.”
IKEA understands life at home is different for everyone, particularly so in the living
room. A fluid space, it serves multiple purposes, but always with comfort in mind.
From decorations to help personalise the home (pg 190) to modular sofa seating
that doubles up as storage units (pg 10), IKEA also designs products with
sustainability in mind – like kitchen door fronts made of recycled PET plastics
(pg 113).
Introducing the Unforgettable 2018 IKEA ‘Human’ Catalogue
Indeed, the 2018 IKEA Catalogue will be truly unforgettable. And IKEA Southeast
Asia has found its very own ‘human’ catalogue who has learned every detail – all
328 pages of it – in just one week. Yanjaa Wintersoul, the 23-year-old two-time
world memory champion, is able to recite almost every infinite detail from any
random page of the Catalogue, the largest volume of detail she has been
challenged to memorise.
Customers can catch her in action at a Facebook Live event hosted on IKEA
Singapore’s Facebook page on September 6. A launch film featuring the ‘human’
catalogue will also be released as part of IKEA Southeast Asia’s catalogue campaign
on 31 August.
Life at Home Report 2017

This year’s theme was largely inspired by findings from IKEA’s annual Life at Home
Report, a global study conducted in seven markets – USA, Denmark, Germany,
China, Japan, Russia and India – to explore what life at home means for people
around the world. The results will provide invaluable insight on what influences
people’s needs, desires and decisions, which in turn, drives IKEA’s product
innovation efforts.

For the latest report, IKEA also spoke to thousands of people during the project and
identified a few homeowners with unique ideas about life at home – calling them
Home Pioneers. To encourage people to think differently about and inspire them to
create a happy life at home, highlights and tips gained from studying the Home
Pioneers’ approach to life at home will also be shared in the report. In addition to

the full global report’s release, IKEA Singapore is also commissioning an adapted
survey to gather local quantitative survey findings that will be released in October.

Upcoming collections for IKEA

True to IKEA’s commitment to collaboration and innovation, the furniture giant also
has a string of exciting launches planned for the year ahead, centered around four
sub-themes to Make Room for Friends, Celebration, Play and Nature. More
information about upcoming collections can be found at IKEA.sg/collections.
Here are some highlights:

   •    YPPERLIG (early Oct 2017)
        Together with Danish design company, HAY, YPPERLIG is a collection aimed
        at creating shared space in living areas. Combining materials, colours and
        production techniques to produce a collection of basics adapted to modern
        needs and wants, YPPERLIG leverages on the creativity and production
        expertise from both HAY and IKEA. From larger pieces like sofas to smaller
        accessories like an updated version of the iconic blue IKEA bag, it is truly a
        contemporary yet ageless collection – just like the pieces themselves.

   •    DELAKTIG (Feb 2018)
        IKEA has teamed up with British designer Tom Dixon to explore what
        comfortable seating means for the modern home. The result is DELAKTIG,
        both a seating solution and collaborative platform that can be personalised
        with accessories and add-ons. Made of aluminium, the frame is strong
        enough to last a lifetime and is entirely recyclable.

   •    IKEA Home Smart (1st quarter of 2018)
        Taking the next step in the smart home, IKEA will be releasing its first
        completely digital home furnishing product. The TRÅDFRI app lets people
        design the lighting they want through their phone or tablet. It is part of the
        smart lighting collection that includes solutions for dimming, switching from
        warm to cool light, remote steering and personalisation of light.

Customers will be able to access the Catalogue in these ways:
    •   Islandwide distribution: Starting from August 31 to September 19, each
        home will receive a copy of the Catalogue in their mailbox. Customers can
        also head down to their nearest IKEA store for a copy.
    •   In-store browsing copies: Available at your nearest IKEA stores from
        August 31.

•   Digital version: Visit IKEA.sg/catalogue to view the digital version of the
       IKEA Catalogue, where users can view extended video content and save
       their favourite products or create shopping lists. Available August 31.
   •   Catalogue App: Download the IKEA Catalogue App for smartphones or
       tables on both iOS and Android to easily access richer, deeper content
       including an augmented reality feature that allows users to virtually place
       IKEA products in their own homes. Available August 31.

                                      -   End   -

About IKEA Singapore

Home is the most important place in the world. A personal space and comforting
spot where family and friends gather, where children learn and grow. A place where
everyone is welcome to just hang out, every day. IKEA aims to help create a better
everyday life at home for the many people.
Since its 1943 founding in Sweden by Ingvar Kamprad, IKEA has offered a wide
range of well-designed home furnishings and functional living solutions at prices so
low that many people can afford them. IKEA believes that showing responsibility for
people and the environment is a condition for doing good business. This means that
IKEA’s low prices must not be at the expense of people or the environment – low
price but not at any price. To date, there are 400 IKEA stores in 49 countries,
including two in Singapore. For more information, please visit IKEA.sg

For media enquiries, please contact:
Deborah Giam / Adele Soh
Associate Account Director / Senior Account Executive
The Hoffman Agency
Tel: 6361 0250
Email: IKEASG@Hoffman.com

Serene Tan/ Kon Xin Hua
Assistant Marketing Manager/ Marketing Executive
IKEA Singapore
Tel: 6379 5381 / 6379 5418
Email: serene.tan@ikano.asia / xinhua.kon@ikano.asia