3 ms·

I always think it is a nice fact that over 70% of all images (maybe even 90% today) in the latest catalogues are 3D renders. This gives IKEA the ability to cha

by tdrdt 5y ago

I always think it is a nice fact that over 70% of all images (maybe even 90% today) in the latest catalogues are 3D renders. This gives IKEA the ability to change things (plants, wallpapers, and so on) depending on different cultures without having to completely change a studio. Edit: a YT video from 3 years ago about the workflow: https://youtu.be/bJFlslL1wFI https://youtu.be/bJFlslL1wFI Textures are prepared in Photoshop, models made and textured in 3DsMax, rendered with V-Ray.

draugadrotten 5y ago
It also allows them to erase all women. https://www.npr.org/sections/thetwo-way/2012/10/02/162139455/women-erased-from-ikeas-saudi-catalog-company-apologizes?t=1635334355690 https://www.npr.org/sections/thetwo-way/2012/10/02/162139455...
- tdrdt 5y ago
  This is from 2012 and was done without IKEA's consent.
  - draugadrotten 5y ago
    How about the prison numbers on the black person's t-shirt from 2021? https://www.businessinsider.com/ikea-2021-catalog-delayed-image-racial-racist-stereotypes-2020-10?r=US&IR=T https://www.businessinsider.com/ikea-2021-catalog-delayed-im... https://au.lifestyle.yahoo.com/ikea-offensive-racial-image-black-model-torn-out-catalogue-010620737.html https://au.lifestyle.yahoo.com/ikea-offensive-racial-image-b... and the "can't be black for the greek market" from 2018? https://www.thelocal.se/20180206/ikea-agent-tells-actor-he-cant-be-black-for-greek-market/ https://www.thelocal.se/20180206/ikea-agent-tells-actor-he-c... Point I am trying to make is that IKEA is a slick global company that is not "good" in a moral sense but rather doing what makes them the most money.
    - tdrdt 5y ago
      I am sorry but I don't get your point. This is something almost all companies do. If you are going to release thousands of catalogues you don't want things in it that could offense people. I think it would have been the same if the t-shirt contained some black-metal logo for example. For the other example it's the same. I'm from the Netherlands so an IKEA ad with a black man would not surprise me, but for example an Arab man with a turban would. In the advertising world you want to connect with your target audience. I have a hard time believing this has anything to do with racism because their catalogues are full of people from all over the planet. Anyway, I don't like IKEA products, I think they are rubbish. But I like the fact they use a lot of 3D renders.
    - dirtyid 5y ago
      These anti-black msgs seem like some shit from IKEA viz team in EU misbehaving. VS photoshopping out women which is the kind of request directed from market research, i.e. in architecture visualization, not uncommon to have racist renderings for marketting (brown people in service spaces) while submitting alternate united colors of benetton versions for awards consideration.
robin_reala 5y ago
IKEA is a Khronos Group promoter member: https://www.khronos.org/members/list https://www.khronos.org/members/list (note: my employer is a part of the IKEA group)

by tdrdt 5y ago

draugadrotten 5y ago

It also allows them to erase all women. https://www.npr.org/sections/thetwo-way/2012/10/02/162139455/women-erased-from-ikeas-saudi-catalog-company-apologizes?t=1635334355690 https://www.npr.org/sections/thetwo-way/2012/10/02/162139455...

tdrdt 5y ago
This is from 2012 and was done without IKEA's consent.
- draugadrotten 5y ago
  How about the prison numbers on the black person's t-shirt from 2021? https://www.businessinsider.com/ikea-2021-catalog-delayed-image-racial-racist-stereotypes-2020-10?r=US&IR=T https://www.businessinsider.com/ikea-2021-catalog-delayed-im... https://au.lifestyle.yahoo.com/ikea-offensive-racial-image-black-model-torn-out-catalogue-010620737.html https://au.lifestyle.yahoo.com/ikea-offensive-racial-image-b... and the "can't be black for the greek market" from 2018? https://www.thelocal.se/20180206/ikea-agent-tells-actor-he-cant-be-black-for-greek-market/ https://www.thelocal.se/20180206/ikea-agent-tells-actor-he-c... Point I am trying to make is that IKEA is a slick global company that is not "good" in a moral sense but rather doing what makes them the most money.
  - tdrdt 5y ago
    I am sorry but I don't get your point. This is something almost all companies do. If you are going to release thousands of catalogues you don't want things in it that could offense people. I think it would have been the same if the t-shirt contained some black-metal logo for example. For the other example it's the same. I'm from the Netherlands so an IKEA ad with a black man would not surprise me, but for example an Arab man with a turban would. In the advertising world you want to connect with your target audience. I have a hard time believing this has anything to do with racism because their catalogues are full of people from all over the planet. Anyway, I don't like IKEA products, I think they are rubbish. But I like the fact they use a lot of 3D renders.
  - dirtyid 5y ago
    These anti-black msgs seem like some shit from IKEA viz team in EU misbehaving. VS photoshopping out women which is the kind of request directed from market research, i.e. in architecture visualization, not uncommon to have racist renderings for marketting (brown people in service spaces) while submitting alternate united colors of benetton versions for awards consideration.

robin_reala 5y ago

IKEA is a Khronos Group promoter member: https://www.khronos.org/members/list https://www.khronos.org/members/list (note: my employer is a part of the IKEA group)