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Martin Enthed - IKEA

How IKEA uses 3D imagery in its catalogs: a step-by-step guide

One of the most fascinating aspects of V-Ray is the way people react when you tell them many of the images in the IKEA catalog are created with 3D software. It’s a definite wow moment, and people are often more impressed by than V-Ray being used in Hollywood blockbusters.

Behind IKEA’s use of 3D is Martin Enthed, the company’s Development and Operations IT Manager. Martin’s love for computers began in the early 80s, and before he worked at IKEA he sold software for Autodesk, and supplied Volvo with the first ever 3D rendering of one of its vehicles.

The crazy world of IKEA is the subject of most of this podcast, though. Martin talks to Chris about why the company has embraced 3D technology, how it’s trained its photographers to use the software, and how to develop software which puts cookies in jars. He also mentions the future for IKEA, which involves exciting AR and VR apps so consumers can see how the Mörbylånga table will fit into their living room.

And next time you tell someone that the IKEA catalog is mostly CG, and they don’t believe you, just point them to this podcast.


Links:

Making the 2016 IKEA catalogue >

IKEA highlights >

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About the author

Christopher Nichols

Chris is a CG industry veteran and Director of Chaos Labs. He can also be heard regularly as the host of the CG Garage podcast which attracts 20,000 weekly listeners. With a background in both VFX and Design, Chris has worked for Gensler, Digital Domain, Imageworks and Method Studios. His credits include Maleficent, Oblivion and Tron: Legacy.

Originally published: August 15, 2016.
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© 2023 Chaos Software EOOD. All Rights reserved. Chaos®, V-Ray® and Phoenix FD® are registered trademarks of Chaos Software EOOD in Bulgaria and/or other countries.

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