ikea is a brand that exudes innovation and progress, so it is interesting to see them clinging to printed direct mail catalogs and advertisments. however they are doing it so well, that they are seemingly trying to save the endangered medium from the jaws of the digital era… or at least making them play nicely together.

this advertisement by leo rosa borges is flat-pack inspiration in your mailbox:

and the catalog’s app integration is like being in a furniture secret society:

don’t forget about the briefly available cookbook photographed by carl kleiner: