IKEA say "We let ourselves be inspired by high fashion and japanese minimalism. The idea of the book became to tone down the actual cake and put the ingredients in focus. The recipes are presented as graphic still-life portraits on a warm and colourful stage. And when you turn the page you see the fantastic result."
The graphical and straightforward photography represents the ingredients brilliantly and makes the finished cakes look delicious, although I can't help thinking that if I wanted to make them, I wouldn't know how.