No weekend plans, due to the pandemic? Well, here’s something for you to do: Listen to someone read all 286 pages of Ikea’s print catalog.
The 3-hour-and-41-minute auditory experience is available on the Ikea website, Audiobooks.com, Spotify and YouTube. The Swedish retailer explained in the prologue that it made this to give bored, home-bound people something new to listen to.
But who is actually going to listen to four hours of someone talking about furniture with hard-to-pronounce names? Apparently, some people think the idea is genius.
Talk about innovating.....IKEA converts its massive catalog into a podcast. Each audio chapter focuses on a different furnished home, which the narrator calls a “tour for your ears.”— beerajaah sswain (@beeraajaah) March 12, 2021
The audio can be found on YouTube, Spotify, and…https://t.co/gs4nboVANz https://t.co/KaOz3A1oud
At first, I thought #IKEA goofed and released their April Fool's Day joke early, but it's kind of genius. Now there's no excuse for mispronouncing the names of IKEA furniture! #IkeaAudioCataloghttps://t.co/KafZy4yeJk— Steph On The Left O (@floradoragirl) March 12, 2021
Yes you read it right. Ikea's annual catalog is now a podcast. Audio experiences are taking over.— Nicholas Menelaou (@nickmenelaou) March 12, 2021
And having listened a bit, it's really good, especially the intro.
Your marketing doesn't have to be boring.https://t.co/IB43YIsrCy https://t.co/eWRW24EaJI
The IKEA audio catalog. The best part of this idea is that they actually did it.— Gary Stein (@GarysteinS) March 11, 2021
(It's also really well done).https://t.co/BEKWLrRi0A
As to be expected, however, some people didn’t quite understand the point.
Sorry Ikea, I'm not listening to a 3.5 hour audio catalog.— Renn Hadley (@MamafogK) March 12, 2021
Ikea is discontinuing its print catalog after 2021 and later this year will instead release a smaller book that will be "filled with great home furnishing inspiration and knowledge" and celebrates the catalog's history.