I went to the Ikea Vray talk at Siggraph. They are reusing CAD models but the key to photorealistic rendering is not the model but the materials. They use a cap

I went to the Ikea Vray talk at Siggraph. They are reusing CAD models but the key to photorealistic rendering is not the model but the materials. They use a capture and calibration process to feed textures into their VRay based shaders in 3DS Max.