Browsing through an Ikea catalog is basically a modern adult’s version of playing make-believe, letting you imagine just how gorgeous your apartment will never be. And it turns out, an Ikea catalog is even further from reality than you may have already thought: 75 percent of its product images are now CG. The surprising fact was noted by the The Computer Graphics Society, which spoke at length with Ikea about why it’s eschewing photography for digital renders. Basically, it gives Ikea’s designers a lot more flexibility, and it removes hurdles associated with getting products shipped around the globe in time to photograph them when on a deadline. Ikea actually said back in 2012 that it was moving toward having a quarter of its catalog be CG in 2013, so, seemingly, it had quite a bit of success with that.
via The Verge
