This Woman Memorized All 328 Pages of Ikea's 2018 Catalog and Will Now Be the Brand's 'Human Catalog'

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Ikea’s always found clever ways to bring its yearly print catalog to the fore. It’s invaded Instagram with print-inspired design, transformed background models into delusional fame seekers and even been pitched as a gadget you can “download from your mailbox.”

But the 2018 edition is breaking all those sleepy molds. Meet Yanjaa Wintersoul, the first-ever human catalog.

Wintersoul is just 23, but she’s already a two-time world memory champion. Over a single week, agency BBH in Singapore put her to the ultimate test: memorizing all of the more than 400 items in the 328-page book—more detail than she’s ever previously memorized.

It’s hard to put a finger on how impressive that is.

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