22 Aug 2024
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Mike Boland
AWE Talks: Mapping IKEA's 3D Journey
AWE USA 2024
Welcome back to AWE Talks, our series that revisits the best of AWE’s conference sessions. With AWE USA 2024 recently concluded, we have a fresh batch of footage to keep us busy for weeks to come.
We continue the action this week with a look at IKEA's evolution as a leader in 3D product visualization. From CG catalog images to interactive AR try-ons, it's all part of a holistic and hard-fought initiative.
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of AWE USA 2024 sessions on AWE’s YouTube Channel.
Speakers
Martin Enthed, IKEA
– IKEA is on the short list of consumer brands that are synonymous with AR shopping.
– Its Place App is often heralded as a best practices example for AR visualization.
– But the Place app, and AR try-ons in general, are just one piece of IKEA's work in 3D.
– Its 3D journey started in the mid-2000s with computer-generated product models.
– From there, it evolved into full-room CG models to display furniture in ambient settings.
– Today it has 3D interactive models, 3D imagery throughout its catalog, and, again, AR.
– Though these efforts involve disparate outputs, they're tied together in integrated ways.
– Success in this area requires a holistic and unified 3G strategy with several moving parts.
– For example, IKEA has its own rendering and delivery infrastructure for 3D experiences.
– It also has a 3D model bank containing tens of thousands of product models and textures.
– This central repository enables many of the 3D outputs and formats that IKEA works with.
– Image attributes (e.g., textures) can then be searchable and annotated for a 3D taxonomy.
– Annotation also importantly enables a current initiative: ML models for gen-AI room settings.
– This will unlock some of IKEA's next directions including prompt-driven interior design.
– One takeaway is that today's 3D outputs can fuel tomorrow's 3D initiatives if planned well.
– Another takeaway is that 3D (including XR) isn't a siloed thing... it's a holistic endeavor.
– This involves investment, rigor, and education: Enthed recommends XR standards bodies.
– And for the XR players out there, IKEA is looking for strategic partners to help it run faster.
For more color, see the full video below...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
Speakers
Martin Enthed, IKEA
– IKEA is on the short list of consumer brands that are synonymous with AR shopping.
– Its Place App is often heralded as a best practices example for AR visualization.
– But the Place app, and AR try-ons in general, are just one piece of IKEA's work in 3D.
– Its 3D journey started in the mid-2000s with computer-generated product models.
– From there, it evolved into full-room CG models to display furniture in ambient settings.
– Today it has 3D interactive models, 3D imagery throughout its catalog, and, again, AR.
– Though these efforts involve disparate outputs, they're tied together in integrated ways.
– Success in this area requires a holistic and unified 3G strategy with several moving parts.
– For example, IKEA has its own rendering and delivery infrastructure for 3D experiences.
– It also has a 3D model bank containing tens of thousands of product models and textures.
– This central repository enables many of the 3D outputs and formats that IKEA works with.
– Image attributes (e.g., textures) can then be searchable and annotated for a 3D taxonomy.
– Annotation also importantly enables a current initiative: ML models for gen-AI room settings.
– This will unlock some of IKEA's next directions including prompt-driven interior design.
– One takeaway is that today's 3D outputs can fuel tomorrow's 3D initiatives if planned well.
– Another takeaway is that 3D (including XR) isn't a siloed thing... it's a holistic endeavor.
– This involves investment, rigor, and education: Enthed recommends XR standards bodies.
– And for the XR players out there, IKEA is looking for strategic partners to help it run faster.
For more color, see the full video below...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
