Everyone knows what a beetroot is — or do they? But this beetroot, sitting there all alone, couldn’t be just any beetroot. It was placed on a pedestal, in plain sight, right in the middle of the path. Surely, this peculiar installation must have some meaning. But what could it be? One thing is certain: no passerby could take their eyes off this motionless, intriguing beetroot — or carry on their way.

Beetroot is an ironic, sharp, and highly contemporary visual tale that invites us to reflect on the true value of things in the age of make-believe.

IMAGES THAT COUNT, a series of silent books, has been conceived as a space of total creative freedom aimed at illustrators who tell stories through their art.