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作为一个通过体验式营销成功向消费者传达家居文化的企业,宜家在卖场设计、DM设计方面一直走在同类竞争者的前面。近日,宜家摄影总监Anneli Sjogren宣称:“现在宜家有12%的产品目录不是传统的图片展示方式,到明年,这一数字将会上升到25%。”宜家从2005年首次通过3D渲染技术展示家居产品,今年公司已开始对现有的摄影师进行3D方面的技术培训。他们通过3D渲染技术为全球43个国家设计62个版本的家具形式和风格,而只需拍摄一组照片。比如日本人喜欢浅色木纹的家具,3D团队便可通过渲染技术调成所需的风格。如果
As an enterprise that successfully communicates home culture to consumers through experiential marketing, IKEA has been at the forefront of its competitors in store design and DM design. Recently, Anneli Sjogren, director of IKEA photography, declared: “Nowadays, 12% of IKEA’s catalogs are not traditional pictures and will rise to 25% by next year.” IKEA’s first 3D rendering technology Showcase home products, this year the company has begun to carry out 3D technical training of existing photographers. They design 62 versions of furniture styles and styles for 43 countries worldwide using 3D rendering technology, and just take a group of photos. For example, Japanese people like light wood furniture, 3D team can be transferred through the rendering technology into the desired style. in case