A new chapter

The daily 3-hour commute has finally reached the end of its orbit—and as of today I’m ready to explore a new chapter in the galaxy 🚀.

My IKEA journey has been nothing short of Amazing. The first 9 years were spent pioneering CG/3D for high-end photorealistic image production at scale—bringing digital visuals alongside traditional photography to a global audience. The next 9 years allowed me to build an amazing team and lead the innovation efforts that prepare IKEA for a spatially aware, AI-supported future.

I also had the privilege of igniting IKEA’s involvement in open standards initiatives with AOUSD and MSF, and over the past five years, contributing to Khronos—serving as Vice President and helping shape future-forward collaborations.

To all my managers these years, teammates, and IKEA friends across the many IKEA companies—and to the brilliant minds and inspiring collaborators outside IKEA—thank you for believing in me and supporting my ideas throughout this journey.

You’ve made these 18 years truly unforgettable ❤️.

And if you miss me and want my advice,
you know that my answer always is 42 or a 418 response!
If that does not solve the problem, I’m still just a DM away from you.

So now let’s see what the next 9 years will bring!

(response to the post of me leaving IKEA after 18 years)

I honestly don’t know what to say or where to start. Just a huge thank you for all the acknowledgment of the work we’ve done at IKEA, that I’ve been part of and lucky enough to be allowed to share with the world.

I was especially touched by the comments from IKEA’s competitors who said that we , or I, helped lead the way for them. I never really saw you as competitors. We don’t compete in computer graphics, we compete with the physical products we sell.

Sharing how we did things, and what problems needed solving, was always part of my “master plan” , because spreading that knowledge lowers costs and simplifies things for everyone. And I’m grateful that IKEA allowed me to do it that way.

So Again, thank you ❤️ for all the hundreds of heartwarming comments and the over a thousand of thumbs ups, hearts, and applauds.

As a, for me, famous “person” once said… 
🚀“To infinity and beyond!” 🚀

I’m thrilled to share that I’m joining Physicl.ai as Vice President of Labs, helping drive the next revolution in AI — beyond text and images — into spatially aware, 3D-powered intelligence.

I first met Alex and the Physicl team during the IKEA Bootcamp in 2017, where they were selected from over a thousand applicants. Together with my manager, I had the privilege of mentoring them for two years — sharing everything we could about how to scale 3D and how it could transform digital experiences.

Today, Alex has built the company Physicl grounded in scalable 3D, now expanding into what I like to call Physical AI — or World Models — where AI doesn’t just see or read, but actually understands space. That’s the frontier I’m most passionate about: the fusion of 3D and AI.

At Physicl, I’ll focus on spatial reasoning AI, leveraging their vast dataset of 3D scenes to push the limits of what’s possible.

If you’re excited about this space, or want to collaborate, let’s connect.

The next wave of AI is coming

— and maybe, together, we’ll even figure out the question behind 42. 😎