IKEA launches annual catalogue

Dubai / Emirates Business

IKEA Al-Futtaim launched the brand’s 65th annual home furnishing Catalogue at a media event at its Dubai Festival City store.
‘Goodbye expectations. Hello you!’ this year’s catalogue theme highlights home furnishing solutions that help to inspire & enable people to live a life free of conventional expectations. Built on the foundation of last year’s theme of life in and around the kitchen, where food was the center of discussion – whether through bringing people together or simply encouraging a healthier lifestyle; this year IKEA takes it step further to urge people to be themselves and do things their own way.
Since IKEA truly understands how people live at home, the new products and solutions throughout this year’s Catalogue are designed based on the real needs and dreams of people. From kitchen tables that double as workspaces to sofas that become beds by night, IKEA has developed home furnishings that are as flexible as people are.
Vinod Jayan, Regional General Manager – IKEA UAE, Qatar, Egypt and Oman said: “At IKEA we constantly endeavor to create a better everyday life for the many by connecting with people through their life experiences and enabling moments of togetherness that can be cherished forever. This year, as the IKEA brand celebrates 25 years in the UAE, we hope to further emphasize the importance of life at home and spending quality time together.”
“As part of the mounting pressure of everyday life, we burden ourselves by making the simple everyday actions a measure of ‘perfection’ by social ideals or personal expectations. The aim of this year’s Catalogue is to provide products and solutions, which empower people to be unexpected, to just be themselves and to do things their own way by creating a comfortable and secure home according to their own families’ needs and wants. Whether it’s mixing and matching chairs or serving a fancy dinner without silverware, it’s all about following one’s personal path. IKEA wants to enable people to just relax, embrace simplicity, do what makes them happy and simply enjoy their time at home.”