IKEA Designer Introduces 2015 'bookbook' Printed Catalog with a Humorous Apple Parody Video

THE NETHERLANDS—September 8, 2014—Jörgen Eghammer, "chief design guru," for IKEA, recently released a humorous video introducing IKEA's 2015 Catalog as a "book book" that does not require cables, saying that the catalog comes fully charged and the battery life is eternal. "The navigation is based on tactile-touch technology that you can actually feel," he jokingly points out.

While this YouTube video is obviously meant to be taken light-heartedly, Eghammer does bring to our attention that the "big" catalog—in the case of this 328-page-catalog—is not disappearing just yet.

The Huffington Post calls the ad a "parody of Apple's iPad launch video."

Check out Eghammer, in the YouTube video below, as he introduces the 2015 IKEA Catalog: