Now there's a new draw to IKEA – besides their cinammon buns and Swedish meatballs – especially for those who want to get rid of their old IKEA catalogs. In Brussels, you can now bring them back to the source: IKEA is asking people to return last year's catalogs so they can be used to stuff a new line of cushions — taking recycling to the next level.
All 300 pages of each catalog for the Scandanavian furniture – an extensively, heavily distributed publication "produced in 38 editions, in 17 languages for 28 countries," as per IKEA's website – will be finely shredded for the line of pillows, named the KÜSS Cushion.
The idea came from DDB Brussels, a communications agency and PR firm that is a part of DDB Worldwide Communications Group based in New York City.
The pillows themselves were conceptualized by Charles Kaisin, a Belgian designer who said the design of the actual KÜSS Cushion is drawn from the material from which paper is made.
According to Little Black Book, Kaisin said he "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."
Via: Gizmodo
