In August last year, the Wall Street Journal invited its readers to assess whether the images in IKEA’s catalogue were real or virtual. The idea for the quiz game was developed on the basis of an article, in which the reasons why the Swedish furniture manufacturer is increasingly relying on 3D renderings (plays an important role in creation processes of 3D configurators) to present its own products were discussed.
Currently, just under 75% of the images in the IKEA catalogue are virtual.
The following video gives a small insight into the working method of creating the company catalogue:
Since 2005, IKEA has been investigating the use of virtual 3D images to present its products with a clear goal in mind: cost savings. IKEA distributes approx. 208 million catalogues annually to potential customers in various countries. IKEA’s photography manager, Anneli Sjogren, argues that 3D photography eliminates the need to throw kitchens in the trash and that the offer can be adapted quickly and easily to different needs and tastes.
“The use of 3D for the creation of commercial catalogues is an important saving for companies as it avoids the material costs of transport, assembly, photography, etc.”
IKEA currently employs a total of 285 professionals in the field of 3D photography, trained at the company’s own academy. In addition to the 98,000 m² photo studio, a separate building was created for this purpose. In the near future, IKEA intends to offer its customers increasingly interactive and configurable 3D solutions. You can try out the first results by clicking on the following link.
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