A Home You've Never Seen Before: IKEA-2018 Catalog Presentation

The annual presentation of the IKEA furniture and related products catalog is one of the most significant autumn events. But we haven't seen such a presentation yet! On September 7th at the stage of the 'Modern' theater, famous theatrical artist Pavel Kaplevich presented a whole theatrical performance of IKEA, making guests participants of an unconventional show. We share the secrets of what will surprise you this autumn.

Unexpected IKEA

Although the presentation of the upcoming annual IKEA catalog is an expected event, the 2018 campaign aims to surprise. Recognizable interiors from catalogs have transformed and become much more complex and interesting. Even the heroes of the advertising video repeat: "It can't be, this is not IKEA!"

But the main novelty of the 2018 catalog is its format. It will now be exclusively digital, and therefore you can get inspired from your smartphone or tablet screen anytime and anywhere in the world.

Welcome to the book!

The 2018 catalog is called literary, and that's what the titles of the interiors prepared by designers say – 'Gatsby', 'Baalzak', 'Oz', 'The Snow Queen', 'Master and Margarita'. These are like decorative elements where events from books could unfold.

The idea was inspired by the results of a study on the ideal home. Thus, 15% of survey participants dream of an interior in the style of 1920s America, another 15% are inspired by 19th century France, 28% of survey participants dream of a home from fairy tales, 19% love the restrained comfort of Scandinavian style and 22% would happily live in one of the old Moscow houses.

Decorations where you can live comfortably

Literary interiors are intricate and full of details. Therefore, IKEA understands the desire to look at them carefully. On a special section of the website you can admire 360o panoramas and even peek at how designers brought to life the texts of beloved books.

Nothing unusual: just read a passage from a book, watch the video and go to IKEA! Fill your cart with new items from the 2018 catalog and turn your ordinary room into the halls of the Snow Queen or the Wizard's House of Oz, the mansion of Jay Gatsby, Margarita Nikolaevna from Bulgakov's work, or a bourgeois house of the era of Honore de Balzac.

Dedicated to Balzac

To create a boudoir in the spirit of 19th century France, IKEA designer Alexander Burtshev advises paying attention to items with gilding. You can buy accessories at IKEA or paint classic furniture forms with gold paint yourself.

Even small fragments of expensive wallpaper can help create a luxurious interior! For example, they can be used to cover a table or placed in an elegant frame. A canopy was made from a children's collection fabric, and the atmosphere was created by dimmed ambient lighting.

'The Jazz Age' and 'The Great Gatsby'

To be precise, IKEA designer Ivan Nyrkov invites fans of F. Scott Fitzgerald's work not to come for the main character, but to the home of his beloved Daisy Buchanan.

To create an interior in a classical style, he suggests dividing the room in half and furnishing both parts symmetrically – acquire two sofas or a sofa and a pair of armchairs, a pair of lamps, and a pair of vases. The only exception might be small decorative items. Affordable IKEA shelves can also fit the 1920s American era if they are built into wall niches. The mood is created by a decorative fireplace that can be customized to your taste.

The Wizard's House in Oz

Yes, exactly a flat! You can recreate the children's interior for Dorothy anywhere – says IKEA designer Margot LeFikaitė.

Professionals advise listening to children's wishes and not being afraid to bring them into life. The accent in the interior is made on one color, and even if you don't find the right one in IKEA, it can always be painted. After all, even ordinary things can create a magical atmosphere when combined correctly. Space can be zoned better with weightless curtains, and surprises – with ceiling mirrors!

Margarita's Bedroom

Bulgakov's Margarita is undoubtedly a beautiful woman, so she cannot do without a dressing table – says IKEA designer Margot LeFikaitė. For its creation, even standard furniture can be used. Instead of cabinet doors, you can use curtains.

The designer advises storing books in a bathroom table, and providing lighting for reading letters from the Master next to the bed. Light is the key in this magical interior. It's complex and multi-dimensional, unique for every situation, but always acquired at IKEA.

Scandinavian Castle of the Snow Queen

Even if you don't live in a palace, the advice of IKEA designer Alexander Burtshev will help create a solemn interior of the Snow Queen. It should be minimalist but functional.

Designers suggest hiding everything unnecessary in the BASTO and PAX storage systems. And most importantly: they have no handles, which is essential for minimalism. Glossy surfaces will shine like ice shards.

A Home Party

No matter which interior you choose, there's always room for a party! Bright and festive details for setting the table will help host a real reception for friends.

Sunlight will be replaced by accessories made of polished brass, and reminders of summer flowers will be simple transparent and geometric vases that decorate the interior even in their emptiness. The new 'Home Party' collection will help create the right mood and atmosphere, even if it's a gloomy autumn rain outside. After all, nothing warms up better than the warmth of home comfort!

Read also:

• Be at Home: IKEA-2017 Catalog Presentation
• How to Decorate a Bathroom in a Small Space: 4 Ideas from IKEA
• How to Save Money at IKEA: 8 Practical Tips