"Ikea's New Catalogs: Less Pine, More Pixels" - Wall Street Journal

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Digital image of IKEA kitchen

Dezeen Wire: furniture giant Ikea is turning to digital imagery instead of photography to illustrate its brochures and online galleries and expects 25% of all images to be created on computers by next year, according to an article in the Wall Street Journal.

The company is working with local schools to train students in the art of digital image-making to help it create virtual room-sets (like the kitchen above) that can be altered to suit the tastes of different markets around the world.

"It's a clever way to save money," says Anneli Sjogren, head of photography at Ikea. "We don't have to throw away kitchens in the Dumpster after the photo shoot."

See more Dezeen stories about Ikea.

  • slovakgal

    Never even knew they actually constructed the rooms in the first place :D I always thought it was digital :D But that is probably only because I'm uneducated…