For 40 years, IKEA used their catalogue to inspire and engage customers. Today, people turn online to be inspired. Interior blogs, image bookmarking platforms and visual networks have introduced the age of authenticity. #IRL (in real life) and #nofilter are the buzzwords of an era that demands real, truthful and direct dialogue.

Thus, we had to regain the immediacy of one of the most celebrated and established IKEA media formats – going beyond the catalogue.

IKEA hej was designed as democratic as the brand itself. User-generated content is presented next to expert articles – the first truly social interior magazine. Dedicated to reality.

IKEA products are showcased in real homes. Panoramic images present a 360-degree view of each room portraying the personality of each space. Using product tagging, each IKEA element can be bought directly online.

Paying tribute to the do-it-yourself heritage of the brand, IKEA hej introduces a new visual identity based on vivid watercolour elements in bright pop colours that clash with the minimalist white background. The editorial design principle is ‘less and more’ – inspiring and encouraging users to experiment and share their ideas with others.

IKEA hej completes the brand’s ecosystem, online and offline. Real-life imagery from the home stories re-appears on all touch-points, showcasing products in an authentic context – on the IKEA e-commerce platform, in newsletters and in stores.

After 6 months, the social platform has created over 150 authentic home stories, and 200 user articles. A best of selection is curated in the first printed edition of IKEA hej to be sent to 2.5 million fans.

In total, IKEA hej generated 2 million article page views and over 1.000 conversions to the online shop. 51% of first time visitors return, 32% of them daily. And most importantly, people enjoy the content up to 30 minutes.