Forget your preconceptions (we didn’t). Although it features recipes and references food and cooking, Luncheon is not really a food mag.
This staggeringly accomplished and beautiful oversized (270mm x 380mm) magazine proclaims ‘an appetite for style and culture’ and clearly worships a time (think classic 50s Vogue) when print designers carefully considered the way in which our eyes rove across the page. It's an ambitious mission but the two movers behind Luncheon (Thomas Persson and Frances von Hofmannsthal) are very well connected, experienced and clever enough to pull things off. This is a magazine masterpiece.