If you’ve ever shopped for affordable-yet-stylish furniture and home decor products, chances are you’ve perused the inside of one of IKEA’s catalogues before. To ensure you run out to the store for march and meatballs, each product is captured with stunning photography – except when it isn’t.


It may surprise you, but as IKEA’s Martin Enthed told Alan on this episode of the XR for Business podcast back in June, a number of the items you’ll find images of in the catalogue aren’t photos at all; instead, they’re CAD design renders, repurposed as quick and easy marketing material. 


The gap between reality and digital is closing more and more everyday, and businesses that want to maximize their ROI in XR technology will need to get just as efficient at employing their assets as IKEA has.


Listen to the episode and subscribe on Apple Podcasts or Google Play, or check out the full transcript on the XR for Business website.