The IKEA catalogue is one of the most widely distributed publications on earth. Every year 4,8 million copies are distributed in Belgium. How could we celebrate the arrival of the new one, while reducing the environmental impact of all that paper?
To celebrate the arrival of the new 2016 catalog, IKEA & DDB recycle old catalogs and use the shredded material as filling for a unique new cushion. The fabric on the new "Küss" pillow was designed by Charles Kaisin who actually based the pattern on the cellulose molecule that serves as the raw building block of paper pulp.
I drew the design inspiration from the cellulose molecule, the natural raw material of paper pulp. Styled and repeated into a visual structure it becomes its very own source of inspiration.
Little Black Book