Kirsty Parkin for The Computer Graphics Society:

“Every year, CGSociety goes to SIGGRAPH, one of the premier conferences on innovation for the computer graphics and VFX industries in the world. In 2012, we watched as Martin Enthed, the IT Manager for the in-house communication agency of IKEA, gave a short presentation. He told us how their visualisation team had evolved from the use of traditional photography for the IKEA catalogue to a system today, where the bulk of its imagery is CG.”

Hard to argue with the flexibility that moving to CG allows, especially when it looks as good as it does.

via Michael Tsai