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Martin Enthed

VI7327: A Retailer's Way into 3D: IKEA

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Key Learning

Key Learning

  • Learn how a large retailer set up 3D model standards
  • Discover how a large retailer set up 3D material standards
  • Discover the internal tools that had to be built
  • Learn about what the company still struggles with and wants to develop

Materials

Materials

Description

Description

In this session IKEA Communications AB in Sweden will present the challenge of a retailer taking on photographic renderings of indoor homes for catalog and web. We will share the progress, starting from the first stumbling steps of product image creation to the large volumes of full room sets that are used alongside traditionally created studio photos for the catalog and on the web. During the session we will show the model/material and texture standard, and we'll discuss how it's used. We will also cover internal tools we have built with help from Autodesk Consulting. Finally, we will go over lessons learned and things we would like to solve in better ways.

Target Audience

Target Audience

People interested in photoreal rendering of products or interiours and large asset pipelines. 3ds Max/3ds Max Design users

Speakers

Speakers

Martin Enthed

After working as a 3D studio reseller and 3D consultant from 1991, Martin Enthed started at IKEA in 2007, where he was responsible for the development of 3D usage at the company. He built the internal 3D project management application; led in creating the internal 3D LOD standard; started and managed the project that created the internal tools to simplify 3D with pick and place as well as using physics engines; arranged a network of 3D development subcontractors; and started collaborations with universities around physical light and material measurements. Now he is manager for development in the technical aspects of the 3D production, image production, and print production at IKEA Communications AB, and he focuses on finding and implementing new possibilities into the business processes and projects. Martin is also manager for the running IT operations in the company, creating images and 3D, web, and print content for IKEA to use globally in any media.

Related Classes

Related Classes

Tags

Published

  • 2014
  • VI7327
  • AU Las Vegas

Software

  • 3ds max

Industry

  • Media and Entertainment

Topics

  • Visualization
  • Animation
  • and Entertainment