As Art Director, I led the creative and technical development of Novel Product Representation—a forward-looking research initiative at IKEA exploring groundbreaking methods for visualizing the furniture range. The project investigated new compression approaches and 3D production toolsets, aiming to unlock higher fidelity, efficiency, and scalability in product representation. Across several experimental workstreams, we explored solutions including a 2D projection-based system inspired by Unreal Engine’s Nanite, which allowed for dramatically more efficient asset delivery, and a yarn-level fabric modeling pipeline that leveraged engineering documents to simulate textiles with unprecedented realism—delivering up to 10x improvements in quality. These examples represent just a fraction of the initiative’s output. While driving technical innovation, I also ensured every outcome met the highest artistic standards. The work laid the foundation for next-generation visual pipelines at IKEA, enabling new levels of detail, realism, and content scalability across platforms.