Ikea’s 2017 catalog—themed Goodbye Expectations. Hello You!— will include more than 300 pages of tips, inspiration and new products highlighting home solutions that make life easier, regardless of traditional expectations.

Due to be released in August, the catalog has a particular focus on life in and around the kitchen, and the new products are designed based on the needs and dreams of real people, according to Ikea. From kitchen tables that double as work spaces to sofas that become beds by night, Ikea said it has developed home furnishings that are as flexible as people are.

“We want to start a conversation about the pressures we knowingly or unknowingly put on ourselves when it comes to life at home,” said Shideh Hashemi, marketing manager of Ikea U.S. “We want to enable people to just relax, embrace simplicity, and enjoy their time at home.”

To bring this to life, Ikea is releasing a short-form video, “Let’s Relax,” encouraging people to rediscover the simple joy of cooking, eating and being together. The official trailer is live on the Ikea U.S. YouTube channel, and the full video will be released on Aug. 1.

Consumers in the United States can access the catalog on Aug. 8 in print or online, or from a catalog app for smart phones and tablets that allows users to virtually place and view Ikea products in their homes.

(Source: hfndigital.com  Author: Mackenzie Dunn)

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