The unforgettable catalogue

Ikea’s 2018 catalogue has been released but you don’t have to read it—just ask the human catalogue.

To promote the catalogue and the featured products, Ikea brought in award-winning memory champion Yanjaa Wintersoul to memorise all 328 pages of it.

After just a week of learning, she’s able to describe scenes on particular pages as well identify the page number of scenes described to her.

And to prove to any sceptics it’s not a setup, Wintersoul will be put to the test in a live video on Ikea Singapore’s Facebook page on 6 September.

As well as the human catalogue, the release of the catalogue has been announced via a video featuring a sneak peek of the products featured and the concept behind it.