The central tension in Homemade is the fine line between a customer appraising a Malm bed, to moments later, an exhausted child napping in the same inviting spot. The way IKEA is designed, with its never-ending labyrinth of showrooms and welcoming plush armchairs and couches incites a desire to kick back and relax, imagining how different our life would be if this color-coordinated candy-hued living room we are lounging in were ours. This limit, between the scripted role we enact in public, pushing our cart in circles and mindlessly trying to locate IKEA’s famous meatballs, to the person we are in the intimacy of our home, was expressed in several ways throughout the series. The situations, always caught candidly, often offer glimpses into the customer’s intimate life, whether they are resting after a fight over which refrigerator to haul home, or innocently playing while their parents quibble about with measuring tapes. On the other hand, there was a strict desire to leave all the price tags in the images, allowing for the spectator to only be fooled for a millisecond. The customer could almost be at home, and certainly acts as such, but there are details in every photograph that remind us that we are in a public commercial space, and that these intimate gestures and actions are being witnessed by not only a photographer, but also a crowd of consumers.