Ikea rules

Ikea dominated the furniture market, and now the Swedish retail giant is rolling out a mass media takeover. The recently-launched Ikea cookbook is visually remarkable. The arty photos were shot by Carl Kleiner and styled by Evelina Bratell; and though it’s not food porn, it’s definitely soft core art porn. One can only imagine how fun it was to strategically place the ingredients in abstract formations. Well, fun, or just really annoying. This reminds me of this video.

But Ikea isn’t stopping there; a branded iPhone-app that’s being marketed with the book, the Kondis, is being rolled out. Here’s sneak peak:

The app is more or less a cooler, streamlined version of Weight watchers. And honestly, I’m not over the moon about the app’s usability. I’m mostly impressed with how awesome (and Scandinavian) the commercial is.

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