Swedish home furnishing major, IKEA has launched a new augmented reality catalog for the customers to experience in a more personalized manner than earlier.

Ikea prints as many as 210 million copies of its catalog each year for the customers, a number which is very high in the age of digital content flying around in various consumer held devices. The new augmented reality catalog will allow the users to use their phone to see an “X-ray” depiction of the unit by simply pointing towards the product.

The app will not only allow users to access product description but will also offer links to video clips, 3D models, and digital how-to guides. The company has indicated that the paper catalog will not be scrapped soon but IKEA was aiming to offer some digital content to its customers.

The company is now offering 2013 catalog with augmented reality features that will allow users to access films, interactive experience and photo galleries through their smartphones about products. The company has been printing catalogs since 1951 and it is the first time that it will now offer the content through an iPhone, iPad and Android app.

“A lot digital stuff becomes very interesting when you mash it up with the tangible items of the real world,” said Andreas Dahlqvist, Global Deputy Chief Creative Officer of McCann, the creative agency behind the catalog.