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Martin Enthed

AE128221: IKEA VR, AR, MR and Meatballs

(Duration 53:24)

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Key Learning

Key Learning

  • Understand the steps taken in computer graphics that makes it possible to start with VR, AR, and MR
  • See how a big company can take early steps into VR, AR, and MR
  • Learn about what the industry still struggles with and what needs to be solved
  • Learn how IKEA works with new digital technologies

Description

Description

In this session, IKEA will present the challenges of a retailer taking their first steps into virtual reality (VR), augmented reality (AR), and mixed reality (MR). We'll look at how high-quality, photographic, computer graphic renderings are created for IKEA's printed and online productions in large volumes, and comprise the base for the VR/AR/MR efforts. And we'll even learn how meatballs fit into the equation. Get to know what kinds of challenges the firm currently faces, and where it's going in the next 10-15 years. You'll get a close-up look at how IKEA is embracing the future of VR/AR/MR with open arms, with the creation of IKEA Digital Lab-a space to experiment, innovate, and build on these technologies.

Target Audience

Target Audience

People who are interested in a design retailers uscases for VR/MR/AR

Speakers

Speakers

Martin Enthed

After having worked for 10 years at IKEA, I have recently been appointed Managing Director for the newly established IKEA Digital Lab, aiming at identifying, investigating and evaluating new technologies specified towards the needs of IKEA and its customers. My new responsibility is added on to my role as Development & Operation IT manager at IKEA Communications, the IKEA in house agency for communication.Before joining IKEA, I worked over 20 years as an independent consultant, focusing design support. This entailed computerized support, including animation, to various design-undertakings, be it the car-industry, bio-medical research, jewellery, or home-furnishing design. I did have IKEA as a frequent client of mine during my years as a consultant, assisting them in development of virtual prototypes. And now, I have the privilege to further explore and experience the very latest in digital development in an open and curious environment, encouraging innovation and new thinking.

Related Classes

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Tags

Published

  • 2017
  • AE128221
  • AU Las Vegas;

Software

  • 3ds Max
  • Autodesk Stingray

Industry

  • Advertising. Publishing. & Graphic Design

Topics

  • Animation and Entertainment
  • Virtual Reality
  • Product Design
  • Design Visualization
  • Augmented Reality