IN THE BOX

At shops and department stores the goods are well presented in elegant well-shaped packaging that attract people to buy that product. As consumer we are manipulated steadily and easily by this visual effect. The series "In the Box" intends to analyze the transformation of the daily food, when it is presented in a box that was not built originally for that food. The observer is confronted with that unusual situation, where the aesthetics is predominant at first sight.