Color me stupid, but I didn't realize, until recently, that IKEA (the Swedish furniture retail giant) has been using 3D modeling and rendering for over 25% of the images in it's catalogue.  It started back almost a decade ago; they put out one render of a kitchen in their catalogue, along side all the photographs of their products, and no one even noticed it wasn't real.  They decided they could save a TON of time and money by replacing actual photography with 3D renders of their products in the catalogue, and no one would really notice (or care).  As of today, over 25% of the sets you see in the IKEA catelogue are actually 3D models and renders.

I always knew some of them might be renders, but not that many.  It wasn't until I was talking with someone in one of my modeling classes, who actually worked for IKEA's digital production division, did I realize just how many of those sets were 3D renders.  Very impressive.  They are using mostly 3dsmax and Vray to pull off the photorealistic illusions, from what I've been told, but I'm sure some things are modeled in other packages as well.  I think all of the rendering, however, is done with Vray and/or MentalRay.

Here's some articles on it, if anyone cares.  You never know, those of us interested in furniture modeling might have a future with IKEA.  ;)

Original Wall Street Journal Article

The Verge Article

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