Midea · January 2025
Heat, on marble.
Induction cooktops, from flat lay to boiling water.
- Client
- Midea
- Produced
- Story
- Appliances
- Setting
- Marble counters, steel pans, black glass
- Pictures
- 10
For Midea: a range of induction cooktops on white marble counters, shown from above with ingredients, then close in use with steam, boiling water and a fingertip on the controls.
The delivery works in two registers. The first is the flat lay: each cooktop seen from above on veined marble, with a cutting board, tomatoes, pasta or a fillet of salmon on a grill plate, so size and layout read at once.
The second is the cooktop at work. A pan of water boils, steam lifts off a steel pot, a cloth wipes a spill from the black glass, ice sits on the black glass beside a pot at the boil. Each shot answers a question a buyer asks in the store.
The hands that appear are anonymous and brief, a finger on the touch controls, a cloth, never a face, so the product stays the subject. The dark studio frames isolate the steel and the steam against black.
19 · Midea Marble counters, steel pans, black glass
Heat, on marble. Induction cooktops, from flat lay to boiling water.
The surface stays the subject.
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