It's not often that the publication of a cookery book makes it onto the radar of design blogs the world over. But leave it to IKEA to create the exception.
Styled by Evelina Bratell and shot by Carl Kleiner, the coffee table cookbook elevates baking to an art form.
Christoffer Persson of Forsman & Bodenfors, the creative agency behind the concept, explains: "We wanted to ensure a connection between IKEA's kitchen appliances and one of the best things you can do in a kitchen, some great baking.
So the main attraction in the campaign became a 140-page coffee table baking book presented in a very visually unique and spectacular way. We let ourselves be inspired by high fashion and Japanese minimalism.
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." Genius.