• 06.27.14

Ikea’s Newest Catalog Is A “Website” On Instagram

Russian ad agency Instinct created a website-within-an-app on Instagram.

The Instagram app doesn’t include a web browser, but that didn’t stop Ikea from using the service to build its latest web catalog anyway. For its PS 2014 Collection–an assortment of unconventional accessory pieces from the Swedish furniture giant–the company tapped Russian agency Instinct to create a catalog that’s as unique as the, er, exploding pendant lamp the collection offers.


Using the Instagram tagging system, anyone who visits the ikea_ps_2014 account on their phone from within the Instagram app will see the familiar Instagram grid of images set up like an Ikea catalog (see a video demonstration above). Clicking on the desired section–benches, tables, storage, light, textiles, and “ideas”–opens an Instagram photo of the items in that part of the collection. Using Instagram’s tagging system, tapping the photo allows users to navigate to the desired item, where they can see more photos, a video demonstration, and the price (in rubles, naturally). It’s a clever, nice-looking, and novel little catalog that makes clear that apps like Instagram have helped us develop intuitive new forms of interactive content. Instagram may have made its name on filters, but campaigns like this prove that we’ve only scratched the surface of what some apps can do.

About the author

Dan Solomon lives in Austin with his wife and his dog. He's written about music for MTV and Spin, sports for Sports Illustrated, and pop culture for Vulture and the AV Club.