12% of IKEA Catalog Pages are 3d Renderings? / by Evan Troxel

I had no idea. This makes me sad. Not that they are rendered, but that I couldn't figure it out. I've been doing 3d renderings for a long time and I this just shows how good these artists are. It's kinda like watching the Social Network (Facebook) movie with the Winkelvoss twins - I had no idea they were two different actors playing those parts either.

"It's a clever way to save money," Anneli Sjogren, head of photography at IKEA, said during a recent interview at the company's sprawling photo studio in this sleepy southern town. "We don't have to throw away kitchens in the Dumpster after the photo shoot."