IKEA Is Putting Old Catalogs Inside Its Pillows (Hey, It’s Better Than Using Allen Wrenches)

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(Photo: DDB Brussels)

Out with the old and into your throw pillow? The annual IKEA catalog is one of the world’s most widely distributed publications. Now that the latest issue is out, the Swedish furniture company is turning old catalogs into eco-friendly home furnishings.

On September 12, customers in Belgium can bring their old IKEA catalogs to any store, where it will be shredded and used as cushion filling for a new pillow called KÜSS.

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(Photo: DDB Brussels)

The pillow was designed by Charles Kaisin, who took inspiration from, you guessed it, paper when making the pillow.

“I 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,” Kaisin told the advertising agency behind the campaign.

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