For our second story, we selected Nirvana’s 1991 album Nevermind. We paired the album with a dark and moody visual style inspired by Dutch Golden Age still life paintings of the 17th century.
With this inspiration as our backdrop, the menu was designed to bring 90s gluttony to life through 3 courses of 1990s American steakhouse classics. The dishes were then shot against a Dutch Golden Age inspired art direction told in 3 scenes; Scene 1: Illusion of Power, Scene 2: Fear of Not Enough and Scene 3: Temporality of Beauty. Each scene incorporates visual nods to the Dutch Masters’ style, using props that contrast the ephemerality of life (skulls, shells, decaying meats) with the vibrancy of life (bright flowers and rich-coloured fruits, crustaceans).
Food / Mike Jack + Paul Lam Creative Direction / Jocelyn Liipfert Lam Photography / Jon Lau Film / Ricky Nyhoff Floral and Prop Styling / Merryl Lau Select Florals / SPRIG Florals Set Art Direction and Planning / Sarah Chiang On-Set Production / Jacqui Matthews, Nina Nyhoff Social Media Design / Yee Ting Lau Art Consultant / Yvonne Wang