Ikea Recreates Masterpieces in PR Campaign

26 November 2014 764

The Swedish furniture giant Ikea gives a modern twist to masterpieces of 17th and 18th century’s artists Edward Hopper, Pierre-Auguste Renoir and Vincenth Van Gogh.


Vincent Van Gogh's The Potato Eaters (1885) | Ikea, Tim Cole

PR Campaign

Classic artworks within the food-and-drink theme have been recreated by IKEA using their own flat-pack furniture. The Swedish furniture giant said the PR stunt was aimed at encouraging families to eat together more often. Edward Hopper's Nighthawks (1942), Pierre-Auguste Renoir's Luncheon of the Boating Party (1881) and Vincent Van Gogh's The Potato Eaters (1885) were re-imagined as photographs by the British photographer Tim Cole but with the context and composition as close to the original as possible.


An IKEA spokesperson said: 'We wanted to celebrate every meal as a special occasion and the original paintings, despite all having different meanings and styles, all capture this perfectly. To do this, we re-imagined the paintings as photographs to help make them resonate with a modern audience. These pictures pay tribute to the power of the original iconic paintings which convey a sense of solidarity that comes from sharing mealtimes together."


Photographer Tim Cole added: "It was an exciting challenge to be asked to capture the couple's quiet meal on a gloomy evening from Nighthawks, the gaiety of the summer gathering from the Boating Party, and the humble sharing of a simple supper after an honest day's work in The Potato Eaters."


Pierre-Auguste Renoir's Luncheon of the Boating Party (1881) | Ikea, Tim Cole


Edward Hopper's American painting The Nighthawks (1942) has found a new life in London, thanks to Tim Cole. He turned the iconic late-night dinner into a fancy-looking fish and chips shop.


Tim Cole tried to capture the fun of al fresco diner in Jean-Auguste Renoir's Luncheon of the Boating Party. Cole's take on the popular painting, held in the Phillips Collection in Washington, D.C, exudes all the freshness and energy of the original─and virtually every item on display can be bought flat-packed.


Cole also used Vincent Van Gogh's The Potato Eaters (1885). This is a dark painting of an an impoverished Dutch peasant family. Cole's version, like Van Gogh’s, also don't exactly look cheerful, but the scene has been transposed to a comfortable-looking interior and potatoes swapped for coffee and chocolate cake.


More information and more pictures are findable in the news article Van Gogh gets the flat-pack treatment! IKEA launches modern recreations of classic paintings in a bid to encourage families to eat together more often of the Daily Mail.