In the Midfield

We chose In the Midfield (Est. 2015) as a cheeky ode to our days playing sports. Our team strives to bring you smart, sophisticated and fresh digital content. Enjoy! 

The ZNC
Editor-in-Chief + Founder
New York City

Put Down Your Phone and Eat Your Meal

Put Down Your Phone and Eat Your Meal

It was a quiet holiday weekend in the city and we'd managed to get a booking at Jean-Georges. Whipping out our phones to take pictures wasn't even remotely on our radar once we made it inside the elegant eatery. The only picture we took the entire evening was the polished off dessert plate - the remnants of a delicious berry concoction splayed alongside the crumbs of the glorious confections that had accompanied it. Throughout our meal we'd noticed that a table nearby was obsessively cataloging each course via smartphone snaps, sometimes, wait for it, with a camera flash. Is taking pictures of your food in a formal restaurant a social faux-pas? What about at a family meal? This IKEA advert offers a cheeky take on what "sharing" and "liking" meals would have been like back in the day. Well-played IKEA; well-played indeed.

NINDYAA: Luxurious Bedsheets

NINDYAA: Luxurious Bedsheets

Chief Puppy Officer: Lady Guinness

Chief Puppy Officer: Lady Guinness