Turning Food Into Something Unexpected with @seriousdesign
To see more of Matija’s unusual mashups, follow @seriousdesign
It was the steak flip-flops that gave Matija Erceg (@seriousdesign) the idea. He was a little bored with his day-to-day job as a web developer, and when he saw a picture of a pair of flip-flops with soles made out of steak, inspiration struck him.
“I imagined what it would be like to wear them,” says Matija, who is based in Vancouver, Canada. “I wanted to evoke the same reaction of delightful disgust in other people, so I set off on a mission to pair food and everyday objects into ‘serious designs.’”
Matija started with some shrimp headphones. “Imagine the feeling of putting them into your ears, as you would earbuds,” he says. “I think that seeing them on the ends of the wires helps imagine the sensation.”
From an iPod made of cheese to a banana gun, there is seemingly no end to Matija’s tweaks. So far he has confined himself to Photoshop, but says he’s considering making real sculptures. “I’ve been studying the art of fake food, like you see in some restaurant window displays,” he says. “Maybe a trip to Japan is in the cards?”
Moscow-based friends, photographer Daria Khoroshavina (Dasha) and prop and food styler Olga Kolesnikova (Olya) partnered up to create mouth-watering cinemagraphs. Titled, Kitchen Ghosts, so far the pair has produced stunning and delicious animations of them preparing French toast, breakfast, a pear and walnut strudel, and a pasta dish with chicken and honey orange sauce. Their mission is to make food photography beautiful, appetizing and exciting.
Recently shot a piece for Vice’s Munchies of a crossover dinner with Mission Chinese and Opening Ceremony. A good friend of mine Angela Dimayuga has been killing it here for a while now, glad to see her getting so much love lately.