In the summer of 2004, IKEA decided to change the way they produced their product images. They made the first tentative moves toward CG rendered, rather than photographic, images. Ten years later they have a bank of 25,000 models which they use to create around 75% of their product images.
The IKEA team didn’t feel there was anything wrong with traditional photography, quality-wise. Like any company, they just wanted to make things easier for the team to work on.
About 35% of all of IKEAs room images are also fully CG.
Martin Enthed, IT Manager IKEAs in-house communication agency: “The most expensive and complicated things we have to create and shoot are kitchens. From both an environmental and time point of view, we don’t want to have to ship in all those white-goods from everywhere, shoot them and then ship them all back again. And unfortunately, kitchens are one of those rooms that differ very much depending on where you are in the world. A kitchen in the US will look very different to a kitchen in Japan, for example, or in Germany. So you need lots of different layouts in order to localise the kitchen area in brochures. Very early on we created around 200 CG exchanges versions for 50 photographed kitchens in 2008, with the products we had – and I think everyone began to understand the real possibilities.”