Tag Archives: ikea

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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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