With a print run of 220 million copies, the Ikea catalogue has a distribution level that any author would be proud of. And it's only fitting then that legendary German literary critic Hellmuth Karasek should be given the opportunity to analyse the pages and share his opinion on the narrative development, characters and language used in the book. Over the course of about five minutes, the critic pages through the catalogue, delivering a very dry analysis.
And this isn't the first time that Ikea has taken a self-deprecating look at its catalogue. Last year, it unveiled arguably the most ground-breaking innovation to hit coffee tables: the bookbook.
At first glance, it might seem like nothing more than a print edition of the fancy furniture store's annual catalogue, and this would be correct. It is simply a book.
But in describing the latest edition in an over two-minute video, Ikea uses language that would be more suited to the latest rendering of the iPhone.
On a related note, Laphroaig Whisky also recently gave its brand the literary treatment by inviting a collection of poets to share their lyrical thoughts on the taste of the drink.