Inside the 2013 Catalog - Bring New Life into the Home with ...

PE322654
BEHIND THE SCENES
Work on this year’s IKEA catalog began in September 2011 at IKEA Communications
(ICOM) in Älmhult, Sweden. Catalog production takes the teamwork and skill of
many employees from art directors to project leaders and carpenters. There will be
211 million copies of the 2013 catalog, at about 324 pages each. Distributed in
43 countries, the catalog will have 62 different versions.
Follow an IKEA crew on location as they film a photo shoot for the 2013
IKEA Catalog. Watch the film at IKEA-USA.com
8:00
1:00
Here’s what a typical day of working on the catalog looks like for an
ICOM creative:
8:00 Let’s start at the catalog wall, which shows each of its 324 pages and
where we are in the process with text and photos.
9:00 Check in with the 3D team, who create digital images using advanced
technology to make the impossible possible
10:00 While we’re on the same floor, let’s look closely at some of the catalog’s
photos to see if anything needs to be touched up.
11:00 Brainstorm with an interior designer. ICOM’s 33 interior designers come
from 13 countries and use insight from home visits and magazines
for inspiration.
12:00 Lunch! Meatballs, a salad or Thai takeaway?
1:00 It’s time to walk through the 8,800-square-foot studio to catch up with the
different product and room photos.
2:00 Meeting with a project leader. Most work days have these, don’t they?
2:45 Fika! Most of ICOM’s 285 employees take a coffee break in the cafe
(usually with something sweet to eat, too.)
3:15 Studio time again. This time we need a new vase that’s missing from a
room setting. Let’s look in the studio’s ‘mini store.’
4:00 Still in the studio. One room needs a prop. Will it be food? Plants?
An old camera? A snowman?
5:00 It’s time to go home, relax and rest for tomorrow. There’s still more to do!
Want to see for yourself? Contact your local PR department for information about
press visits to Älmhult.
9:00
3:15
10:00