ikea is one of the few major companies who understand that people aren’t interested in yet another advertising campaign (in this case selling us their kitchen appliances). ikea chooses a different path by inspiring us to use their products —in the meantime letting designers know there’s no cookbook format and it doesn’t hurt to be a bit more creative. most beautiful part: its free. good job ikea!

photography by Carl Kleiner and styling by Evelina Bratell