IKEA Recreates Iconic Mealtime Master Paintings
The Swedish brand reimagines three iconic pieces as taking place in the modern day to celebrate enjoying meals with others
IKEA UK wanted to inspire people to spend mealtimes together, rather than sitting in front of a television screen or face down, smartphone in one hand, fork in the other. To do so, they enlisted photographer Tim Cole to recreate famous paintings into modern-day photographic tableaux.
Cole took three famous mealtime paintings – Edward Hopper's Nighthawks, Pierre-Auguste Renoir's Luncheon of the Boating Party and Vincent Van Gogh's The Potato Eaters – and reimagined them in modern times, while maintaining the famed composition, tone and mood of the originals. Putting the paintings into a 21st century context was a way to transmit the old idea of togetherness over food to current consumers. Peter Wright, marketing manager for IKEA UK & Ireland, says in a statement: