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.
- 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
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.