It Starts With 

The Food 

Inspired by the third of their customers that are most interested in food, IKEA started a global campaign to highlight how food is central to our lives.

‘It Starts with the Food’ was about celebrating food and entertaining people in our homes;which of course starts in the kitchen.

To spotlight our kitchen installations, I opted for a classically Scandinavian design and dressed with utensils to create a sense of warmth and life. Drawing on a sense of togetherness such as baking with family members, represented through rolling pins, aprons and baking trays.