Ikea Just Turned Its 2021 Catalog Into a 4-Hour Podcast

The retailer and Ogilvy created a new way to browse after suspending physical printing

The audio catalog required 1,000 product descriptions and 135 hours of studio time. Ikea USA

For Ikea fans, options are limited these days for browsing its newest collections of home goods. The retailer suspended printing its catalog in late 2020 after 70 years, and not everyone feels safe roaming its expansive stores in person.

@griner david.griner@adweek.com David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."
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