Goodbye Expectations

Hello IKEA 2017 Catalogue

Cairo, 17 August 2016 – In a press conference today, IKEA Egypt launched its new annual catalogue for 2016 – 2017, unfolding the theme “Un-follow Expectations”, offering an additional 1,600 new products and solutions designed to inspire people to create their own environment, making everything simpler and more enjoyable.

This is the 66th edition of the global IKEA Catalogue. Around 211 million copies have been printed and launched simultaneously in 48 countries in 33 languages, reaching over 255 million people around the world.

From improvisational cooking style to out-of-the-box furnishing solutions, the new catalogue is spiced up with 13 inspiring feature stories with examples on how IKEA connects to different people in different cultures, offering practical yet unorthodox ideas for people to create their own space at home.

Speaking at the press conference, Egypt Country Manager Adosh Sharma said: “As it says on the cover, this year’s catalogue is “designed for people, not consumers”. This means that IKEA makes products and solutions with ‘people’ in mind. The liberating theme of ‘un-follow expectations’ motivates people to care more about what they want; how to handle their daily rituals with ease; to feel good; and most importantly aims at bringing people together”.

IKEA new catalogue application has also been redesigned, featuring a real life 3D with thrilling options to look at IKEA products in an ‘augmented reality’ mode, making it possible to virtually place IKEA products in actual home settings.

To millions of people, a green life style is the only alternative, which is why IKEA new catalogue continues to be part of this, offering ideas for ‘green living’ to make sustainability a way of life.

This year’s catalogue also continues to showcase IKEA’s edge and leadership in home solutions, offering products that are just as flexible as people like to be, as well as celebrating four decades of IKEA ‘hero’ products like the famous “POANG” armchair. From products especially developed for small spaces, to flexible products that can be stacked, folded, hanged, hidden, rolled away or simply are space efficient, IKEA 2017 Catalogue has it all.

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Blue Ocean Public Relations

Maha Saad: 0122 319 2140 maha.saad@blueoceanpr.com

Norhan Kandil: 0112 344 1076 norhan.kandil@blueoceanpr.com

Indji Elshahawy: 0106 552 0853 indji.elshahawy@blueoceanpr.com