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.