Hasta La Creative!

Yanjaa Wintersoul, a 23-year-old with cheerful purple hair, is a memory champion. That’s an actual thing, with contests where people have to memorize as many digits, decks of cards, historic dates and random lists of words as they can in a short period of time. Ikea, the Swedish home furnishings retailer, gave Wintersoul a quirky challenge to help unveil its 2018 catalog: memorizing all the obscure details in the book’s 328 pages.

How good is Wintersoul? Watch her above. Ask her what’s stuck to the fridge in the background of the homey scene on page 21, and she remembers the details Ikea put there to lend authenticity to its furniture stagings (a baby sonogram, a child’s drawing of an animal). Or ask her something even weirder, like whether anybody in the catalog needs to visit the eye doctor, and she remembers two scenes: a woman with her eyeglasses tucked into the pocket of a recliner (page 176) and a wall where a small doctor’s eye chart is displayed along with other art (page 33).

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