Opinion / Tyler Brûlé
Dropping the print
It won’t come as much of a surprise that I grew up in a print household. A trip to the grocery store or corner shop in 1970s and 1980s Canada always meant a couple of magazines for my mom, dad and me. It was my home, where magazine stacks doubled as side tables, that might have sowed the seeds that led to this current media gig but it was the debut of Ikea in Canada and its accompanying catalogue that made me want to launch my own little business. The arrival of the Swedish brand’s catalogue in late summer marked a turning of seasons but also a fresh year ahead. It was a source of huge inspiration and made me think about the possibilities of how to create a space to do my homework, relax, read and generally organise myself.
Yesterday Ikea announced that it’s suspending printing its annual catalogue – for all the predictable and misguided reasons. Yes, the words “digital” and “transformation” have been trotted out. There are murmurs that the company might hang on to some form of print but still, what a shame. For a start, the Ikea digital offer is not nearly as inspiring as the catalogue – clunky and chilly come to mind to describe it. Moreover, print offers a very different experience when considering our spaces and tactile possibilities. The printed page allows the eye to wander in a very different way from looking at a screen, endlessly swiping and scrolling.
If this is also being done for environmental reasons then I have one small question – what powers tablets and phones? In two of Ikea’s biggest markets those grids are largely coal-fired to run servers, charge phones and support the cloud (we can save discussing digital-device landfill for another column). To be clear, we’re fans of Ikea – but this is a misstep.