Ikea creates a website within Instagram for its latest furniture collection

Here’s an innovative way to turn your Instagram account into a website showcasing all your products.

Swedish furniture maker IKEA’s Russian division hired an ad agency to figure out a unique way to promote its new (and very weird) PS 2014 collection. The agency created an Instagram page for the collection at ikea_ps_2014 which is setup to look like a brand website, instead of the usual collection of tiled images in a grid. Here’s what it looks like:

When you click on one of the picture in the categories (let’s say “tables) it opens up as a separate picture. When you click on it, it shows every piece of furniture tagged in that image, which you can then click on to view in a separate Instagram account.

If it sounds a little confusing, this video below will explain it. But basically IKEA’s agency has created a really unique approach to showcasing its content, working within the limitations of Instagram to basically create an interactive product catalog.

This isn’t the first time IKEA’s done something creative with Instagram, back in January, it got its customers in Norway to recreate its entire print catalog by taking pictures of the items and posting them on Instagram, effectively crowdsourcing their social media promotional content.

IKEA PS 2014 Instagram Website from Instinct on Vimeo.

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