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Posted by Patrick Burgoyne, 30 September 2010, 15:15    Permalink    Comments (43)

Has food ever looked so perfectly beautiful? Forsman & Bodenfors' Ikea baking book makes ingredients into works of art

Hembakat Är Bäst, or Homebaked Is Best, is a 140 page coffee-table baking book promting Ikea's kitchens.

It presents 30 classic Swedish baking recipes, the ingredients laid out first in minimalist beauty, followed by the baked result.

 

Credits
Client: IKEA, Joel Idén
Agency: Forsman & Bodenfors
Art directors: Staffan Lamm, Christoffer Persson
Copywriters: Fredrik Jansson, Anders Hegerfors
Account director: Susanna Fagring
Account manager: Ewa Edlund
Photographer: Carl Kleiner / Agent Bauer
Retouching: F&B Factory, Henrik Lagerberg
Stylist: Evelina Bratell

More here

43 Comments

There is something about this that isn't quite appealing. Food is organic, structing it like this conflicts with that feeling and casues an odd sensation. Sure, this is novel, but I'm not sure its better.
Youssef Sarhan
2010-09-30 17:06:54


Looks good enough to eat...
Graphic Design Manchester
2010-09-30 17:57:57


I think its really interesting! I do agree with Youssef, it gives the food an almost mechanical feel to it.
Kind of reminds me of
http://collectionaday2010.blogspot.com/
designer
2010-10-01 10:47:31


I agree that it looks a little weird, but it really appeals to my neat and controlling aspect of my personality. I really like this!
Laura
2010-10-01 10:47:32


I agree with Youssef, I find this cold, clinical and very unappealing. A bit like Ikea itself I suppose.
Ben
2010-10-01 11:16:39


I like it
A
2010-10-01 13:36:27


I went to this guy's house for risotto and was still waiting at breakfast.
Michael Goldrei
2010-10-01 13:47:47


Fffffuuuu makes me wanna cook something so bad
Might good and cook something right now
Ttly doing this on my kitchen table
brb
Simon
2010-10-01 13:49:48


I agree with the general sense of unease. The first image looks great and seems to have an encoded, diagrammatic structure to the layout. The arrowheads appear to suggest not just *what* goes into the recipe but *when* and *where*. But diminishing returns kicks in pretty quickly and you realise the layouts are just formalist doodles, but strangely irritating ones that you'd like to rearrange...
Simon Palmer
2010-10-01 13:58:35


not a sign of those meatballs

shame
aardvark
2010-10-01 14:00:05


I'm sure geometric ones came out of my 9 year old's 'DIY Egyptian Pyramid' plaster-cast kit. Yuk!
Good food doesn't have straight lines, (or am I wrong?). That's why the puffy letters on the front cover are more appetising.
Alison Bates
2010-10-01 14:03:22


What's the point?
Moany McMoan
2010-10-01 14:04:15


The whole point of ingredients is to make you want to magically transform these dry, dull & unappealing components (Flour! Salt! Egg White!) into something creatively hot and delicious.

Yousseff & Ben, bet you never cook!

Also really like the gingerbread man with the big y fronts.

I'll be buying this.


JEAN
Jean GROGAN
2010-10-01 14:05:54


It follows Ikea's basic approach...
James Wallace
2010-10-01 14:06:31


On seeing the first image i was really excited, I thought it was a great image and interesting, but as you go on the compositions get worse and worse and, from a food point of veiw, they start to look more unappealing. There is no aesthetic quality to them what so ever, especially when you consider how good chefs can make a plate of food look.
James
2010-10-01 14:20:34


What's the point?
Moany McMoan
2010-10-01 14:44:46


I thought they made beautiful surface pattern designs. I would wear one on a t-shirt. Or on the side of a mug. You could do flags of the world with them, with each country having symettrical food on their choice of colour...
Sue E
2010-10-01 14:52:17


Ya! We take de food and make it geometric. We turn it into design. Coz design is so much better dan food.
Devilgate
2010-10-01 14:56:27


Nice!
bluepigcreative
2010-10-01 14:56:40


Lots of eggs.
Dr Black
2010-10-01 16:48:25


I do cook. I love it. I love great food and there's nothing better than cooking your own meal from quality whole ingredients. There is nothing natural or wholesome about this. Cooking is mainly a creative experience, these images do not inspire any ideas for the meal.
Youssef Sarhan
2010-10-01 17:25:29


Takes food photography to a whole new level.... beautiful.....
GEORGE VRANJKOVIC (@GeorgeV69 on Twitter))
2010-10-01 17:29:47


All Ikea stuff is shit, except the hotdogs, the promise of which are the only thing that get me through a trip to their awful stores. Instead of a cookbook they should produce a relationship guidance book or better still have a booth about two thirds of the way through the stores with a counsellor to help couples cope with the final third. They are a truly dreadful dreadful entity..... see you there on Saturday.
Pete Moss
2010-10-01 19:05:59


I like it

--
http://www.createursdesdieux.com
Legran createur
2010-10-01 23:10:10


Get over yourselves! It's COOL! Why do people always have to try and rip an awesomely creative thing apart? I think it's incredibly stunning :D
Nichole Nye
2010-10-02 01:20:50


Cool!
It's a nice game of forms and color, beautiful in its simplicity.
I Like it.
migrainiac
2010-10-02 07:44:26


Every thing Swedish is plain and simplified...works for somethings!
I agree...not delicious looking...good Tshirts though!!! Food has to have passion, feeling and a want to slurp it up!!! The more organic the feel the better it already tastes. PS. I cook a lot!!!
Simin
2010-10-04 07:18:13


as a swede is fun to see our every-day-baked stuff lied out this way, but i guess its more fun for us, we can figure out what we are looking at because its so typically Swedish, so it could be a in-joke. Having said that, i think artistically its nice to see food in a different way to what we normally do.....
anna
2010-10-04 08:32:08


I like the idea of showing food as graphic objects and laid out as almost page designs, however if this is meant to entice you into eating or cooking this food, I think it fails.

The food does not look appealing but has a different spin on displaying basic ingredients, to me its is almost clinical and does not have that appetite appeal.

Stlll cool though and has provoked a lot of comment, which is always a good thing!

Lee
http://www.scampfactory.com/
Lee
2010-10-04 12:00:13


i kike the creativity of using food for art but more creativity is needed in terms of making the choice and arrangment look more apealing.
githuku chege
2010-10-04 12:42:42


Some genius comments on here as always, and not genius in a good way. A nice different way of shooting ingredients which catches the eye. Stop being so critical and engage your brains before typing.
James Greenfield
2010-10-04 13:04:59


Sure these photos evoke structure (structing??) but it hardly causes an odd sensation. Instantly I relate the organisation to the recipe rather than the finished dish. As far as I'm concerned the layout of the ingredients promises a somewhat perfect outcome. It also demonstrates a level of preparation which is key to any good dish.

I've seen enough tasty pictures in cookbooks to last a life time. Here here to making cooking look fun!
Michael
2010-10-04 17:08:39


I agree with James. Ok, so it doesn't look hugely appetising, but has anyone else seen food photographed like this? I'd say it's a pretty original approach, looks stunning, and works perfectly with Ikea's design style. I would love a copy, and that's enough for me.
Marc Atkinson
2010-10-05 14:16:00


I agree with James. Ok, so it doesn't look hugely appetising, but has anyone else seen food photographed like this? I'd say it's a pretty original approach, looks stunning, and works perfectly with Ikea's design style. I would love a copy, and that's enough for me.
Marc Atkinson
2010-10-05 14:58:32


I don't eat them either but they are unique designs. I love the cookies one.
Bingo
2010-10-06 05:05:30


i like it, it makes me want to touch everything like the long stack of flour! very 'on-brand' for Ikea too.
Alexa
2010-10-06 10:09:43


I think some people are missing the point when you love food, love the reaction people get when they taste, this should be seen as inspiration a starting point - you get so much pleasure seeing someone enjoy something you've painstakingly put together...
Nadieha
2010-10-06 14:44:17


i like it, it makes me want to touch everything like the long stack of flour! very 'on-brand' for Ikea too.
Alexa
2010-10-06 16:54:37


Love it.
Looks honest, before appetizing, which is appropriate and refreshing.
Most pictures of our food are far more elaborate productions than what they have done here.
It is beautifully considered and does a great job capturing the raw texture of foods we eat, rather than disguising it to fit our notions of what it should look like.
Matt.
2010-10-11 17:00:47


Love it.
Looks honest, before appetizing, which is appropriate and refreshing.
Most pictures of our food are far more elaborate productions than what they have done here.
It is beautifully considered and does a great job capturing the raw texture of foods we eat, rather than disguising it to fit our notions of what it should look like.
Matt.
2010-10-11 18:01:20


OCD?
Lydia Leith
2010-10-12 10:51:24


It's exactly what you would expect from Ikea - because it's an Ikea baking book. It deconstructs the components that go into the food, the basic building blocks. It's genius!
Loren
2010-11-21 20:06:09


It's really pretty to look at tbh =D
and I agree it does give a sort of clinical feel to it and doesn't really give the right connotations for cooking that I normally associate with it; warmth, family, closeness etc.
Mei
2010-11-22 11:11:15


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