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Cartons and Coffee beans

Carl Kleiner has added yet another clever series to his oeuvre. Miles away from the usual supermarket ads – blatant colours, loud slogans, big logos – he kept things clean and simple for ICA. He created playful scenes that evoke the of surroundings of a supermarket, using products that you can find in the store. Milk cartons, broccoli, pasta, sugar cubes and coffee beans all play their part in these miniature worlds.