Ikea Germany launched a campaign in 2007 which put personalisation central. In several shopping malls, the cover of the catalogue was rebuilt. Shoppers were invited to take place in the real life cover and their picture was taken. Five days later, one could pick up their personalised custom example at the nearest Ikea store.

In my opinion it’s a nice example of how a company involved with mass production, finds opportunities in this era of mass customization!