This new interactive video/catalogue for IKEA is simply brilliant. From a purely cinematographic perspective, the quick-cut intro sequences followed by ultra slow-motion shots convey the message of relaxation and escape. The added element of interactivity makes the experience novel and, to use a horrible web marketing term, “sticky.”
The voyeuristic thrill of switching angles on the lives of ordinary people is a clever seduction into what essentially amounts to a product catalogue. But now the catalogue is given context and meaning—there’s even the suggestion of a narrative arc. Brilliant.
I believe the site was built by Forsman & Bodenfors.
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