IKEA has a wonderful new ad poking fun at Apple by marketing their print catalog in the same breathless style. It’s a charming take on the merits of a book (no charging required, high resolution photos, instant loading) and really quite smart advertising. That said, it’s also a bit ironic. Don’t you think? 75% of the product images in this book are computer generated.
Today, around 75% of all IKEA’s product images are CG, and they have a ‘bank’ of about 25,000 models. “These are all created at a ridiculously high resolution,” explains Martin, “We render them in 4Kx4K, and they need to hold up to that resolution. We need to be able to do whatever we like with the renderings – print them on large walls in the stores if we need to. Even if most of them are only ever used on the website, they all have the capability to be printed very high-res.” (CG Society)
I still find that amazing and a bit disturbing. What you see isn’t what you get with IKEA, what you see is most likely a computer model of what you might get. After you assemble it.
Most of the coverage of this is about how cool it is, but I honestly think it’s a bit weird that a company is advertising fake products. I mean, McDonald’s catches hell for making their food seem unrealistic. IKEA’s kinda doing the same.
As much as they joke about the low-techiness of their catalog, it’s actually a really sophisticated use of technology in the end.