When IKEA started to look at creating more than product images in 3D a few years ago, they already had a set look and feel for IKEA pictures. They wanted to keep the sense of reality and the feel of a “lived in” environment when moving over to digital workflow. They didn’t want their customers to see or even more importantly feel any difference. “We understand how important the knowledge of home furnishing is. How homes look, how homes feel, and so on. The experienced photographers at IKEA have been working with the interior designers on re-creating this feel for 15-20 years, some of them. We needed to translate that knowledge over to the 3D artists who were tech-savvy but in some cases coming directly from school. We needed them to understand the kind of feel we wanted the images to convey. It was very hard at the beginning.”

how the ikea catalog became mostly rendered, rather than photographed.

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