IKEA Creates 72 Regional Versions Of Its Iconic Catalog … Here’s Why

This week IKEA will release its new 2018 catalog, and this timely piece looks at how a small internal army of hundreds of photographers, art directors, copywriters, proofreaders, prop masters, carpenters, photo retouchers, programmers and CGI specialists make the catalog globally relevant. From zooming in on kitchen photos (because Chinese kitchens are smaller than American ones) to changing the food that appears on tables to match regional palates, the catalog is a case study in making conte...