Martin Enthed, IKEA

IKEA: A furniture retailers view on mass digital reproduction

In this session Martin presents how IKEA Communications AB/Sweden have approached the challenge of creating a digital library of products/ assets from CAD models, drawings and prototypes. With such a broad product range, his team must model and render thousands of product families with all their configurations, producing photographic quality renderings of indoor homes for IKEA.

Martin shares their progress, starting from the first stumbling steps in 2005 of product image creation to today’s capability of producing large volumes of full room sets that are used alongside traditionally created studio photos for the catalog and web site. During the session he explains the evolution of the modelling, material and texture process. He covers custom-tools they have built to speed up this process. Finally, he highlights the problems that still require a solution.

BIO: Martin has been fully engaged in all aspects of 3D and Computer Graphics, from modelling, animating and rendering since the early 90s. He has lead CGI teams working with companies like IKEA, Volvo, Tetrapak, Orrefors, Swedish Television and Volkswagen.

In 2007 he joined the IKEA group as 3D R&D responsible at IKEA Communications AB in Älmhult, Sweden, IKEAs inhouse agency responsible for creating global IKEA communication for digital/ Print, including 3D, photo, film, text and sound. Since then, he has devoted his time to setting up the professional 3D processes within the IKEA group, creating standards and tools as well as workflows for working with large scale 3D in a truly global environment.

In September 2011 Martin’s role changed and he became Development and Operations IT Manager. Here he manages a group of talented co-workers developing and delivering in-house processes and technologies with innovative new companies to meet IKEA business evolving use of 3D content. 3D development is still a big part of his everyday work and passion.

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