Our brief was to inject “an inspirational vitamin pill” into IKEA’s 61-year old catalogue, an iconic mailer beloved by consumers but in need of modern revamp. The obvious solution was to create an all-digital catalogue, but with more than 200 million copies distributed in 62 versions in 43 countries, the media platform was too valuable to end. Instead, we brought it to life with digital innovation. We paired a renewed catalogue--made more robust and inspiring through storytelling and a new structure--with an app that gives users access to more than 40 pieces of extended content. Using image recognition technology, the app allows users to use their smart phones or tablets to access content ranging from 3d views of furniture and product demos to films telling inspirational stories and how-to guides. The digital layerkeep gives IKEA the ability to update and localize content throughout the year, stretching the average shelf life of a catalogue from weeks to an entire year.