IKEA - Homemade is Best

Monday, 23 January 2012

Baking, as often described by television chefs such as Nigella and Jamie, unlike cooking is an exact science. It requires precision, patience and often the delicacy that one could easily get away without in cooking.

IKEA, the Swedish genius retailer known for its inexpensive DIY-love has recently launched a baking book containing 30 classic Swedish baking recipes, everything from small biscuits to large cakes.

Homemade is Best, was shot by genius photographer Carl Kleiner and styled by Evelina Bratell. The bordering on neurotic shots were created with the concept of Japanese minimalism and beauty of haute courtue. The presentation is deconstructed, using colour and form to accentuate each individual piece, rather than a list of ingredients. The idea of the book became to tone down the actual cake and put the ingredients in focus. The recipes are presented as graphic still-life portraits on a warm and colourful stage. And when you turn the page you see the fantastic result.

Source articles: here and here.

Carl Kleiner's site is marvelous, definitely worth a visit as well.


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