For years now Ikea has become a staple for young home makers with it's simple and affordable designs. So it makes sense that, now in its 8th year, the Ikea Ps 2014 catalogue should be promoted in an inventive, novel way that taps into the its target demographic's interests. The Russian division of Ikea, working in tandem with Moscow-based agency Instinct, reworked Instagram to give the app an entirely new function, effectively creating a website built into the Instagram grid.

Ikea Ps 2014's Instagram photostream operates as a home page which carries images, from the catalogue, with each of the items having their own Instagram account that fans can follow and add their own photos that feature the product in question. The unconventional catalogue not only works as a handy easy to use tool for the customer but seriously boosts Ikea's presence on social media.