ikea1ikea-onComp room
In an interview last June with Martin Enthed, IKEA’s IT Manager for in-house communication, it was revealed that 75% of the images you see in the IKEA catalogue are computer generated. To wit:

The real turning point for us was when, in 2009, they called us and said, “You have to stop using CG. I’ve got 200 product images and they’re just terrible. You guys need to practice more.” So we looked at all the images they said weren’t good enough and the two or three they said were great, and the ones they didn’t like were photography and the good ones were all CG! Now, we only talk about a good or a bad image — not what technique created it.”

MORE: Building 3D With IKEA (CG Society)


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11 thoughts on “CGIKEA

  1. Mikeyfex

    Interesting (to me anyway) how the plain surfaces are easier to spot as CG. The more complex things like the rug and the blackboard are much more convincing.

  2. Disasta

    Like all car ads or any product you see on TV?
    Whats the big deal?
    Very few images in any magazine be it alive or inanimate will be naturally photographed.

    Imperfections are not acceptable any more.
    Terrible situation to be in, where perfection, ie something that doesn’t exist, is considered the norm.

    1. Kieran NYC

      Saying that an ad should be an accurate, *real* picture of the product would decimate advertising.

      Not that that would be a bad thing, it’ll just never happen.

      That’s why I always admire whoever had the cajones to jam those huge lists of side-effects into American pharma ads.

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