Ikea Drops ‘Augmented Reality’ Catalog

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By Patrick Coffee Comment

Remember the halcyon days of 2002, when the holographic touch-screen special effects of Minority Report seemed like a glimpse into a fantastically distant future? Well, this week we took a step closer to that new (virtual) reality thanks to Ikea, those Swedish kings of meatballs and particleboard.

After a big buildup, the company finally dropped its new high-tech holiday catalog, created by Philadelphia’s Brownstein Group and cheerily titled “Celebrate Brilliantly“. We’re generally skeptical of “interactive” products, but any catalog that allows “users” (not readers) to pull down a virtual shade and play with various living room arrangements earns our tentative thumbs up.

For a refresher, here’s the promo video that the company released this summer: