Kirsty Parkin, writing for The CGSociety:
In the summer of 2004, IKEA decided to change the way they produced their product images. They made the first tentative moves toward CG rendered, rather than photographic, images. “We made 8 or 10 quite bad product visualisations by today’s standards,” says Martin, “but it sparked something and we continued to work at it.”
Today, 75% of the product images and 35% of the non-product images produced by IKEA are fake, created using computers rather than photography. Impressive artistry.