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Graphic Thought Facility

M&S – International Foodhalls, 2012 (Retail), image 1
M&S – International Foodhalls, 2012 (Retail), image 2
M&S – International Foodhalls, 2012 (Retail), image 3
M&S – International Foodhalls, 2012 (Retail), image 4
M&S – International Foodhalls, 2012 (Retail), image 5
M&S – International Foodhalls, 2012 (Retail), image 6
M&S – International Foodhalls, 2012 (Retail), image 7
M&S – International Foodhalls, 2012 (Retail), image 8
M&S – International Foodhalls, 2012 (Retail), image 9
M&S – International Foodhalls, 2012 (Retail), image 10
M&S – International Foodhalls, 2012 (Retail), image 11

Recognised for its quality, excellent sourcing, M&S food has traditionally been photographed with an emphasis on the detail and perfection of the product. Commissioned to revitalise this approach for M&S’ international foodhalls, GTF set out to create images that felt distinctly natural. Working with stylist Lesley Dilcock and photographer Emma Lee, shooting was deliberately informal. Using available daylight, modest props, informal compositions and, importantly, giving the product natural space, the images allude to a world that is both authentic and accessible. The size that of the food within the final image was an important consideration, specifically the foods scale in it’s ultimate appearance on the foodhall walls; Images we knew would be sized to larger proportions were shot at a deliberately smaller scale to avoid oversized product. In keeping with these themes, related messages were first printed with hand-set metal type (reminiscent of old cookery books), then photographed and resized to expose the physicality of this crafted process.

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