Bravo Ikea, bravo. 

The Scandinavian über homewares chain has launched the world’s first website on the photo sharing network.

Developed by Russian ad agency Instinct, the brand has repurposed Instagram by wallpapering the page IKEA_PS_2014 with product categories that are tagged to their own pages, essentially publishing an online catalogue for Ikea’s latest collection.

It’s one way of cutting out web development costs and get the crowds talking. Plus, it’s a lot of fun to play with.

See the video below.