In my opinion, one of the most difficult fields of photography falls on the shoulders of interior photographers. If you've ever tried to photograph a well designed interior space you know how tough it can be. Furniture superstore IKEA produces more than 208 million catalogs a year, and over 12% of those photographs are not even photographs at all. IKEA has found a way to produce compelling digital renders of their rooms that look exactly like naturally lit photographs.
In the video below, The Wall Street Journal interviews Jens Hansegard who explains the benefits of why companies like IKEA might want to use computer renders over real photographs. As IKEA increases their computer renders to over 25% in the next year, it makes me wonder, will there still be photography jobs for the big furniture and design companies in the future?
Check out the full article and quiz over at The Wall Street Journal
Sample behind the scenes render of IKEA's "fake photographs"