Aubrey Powell on Hipgnosis’ idea behind the cover art for Pink Floyd’s Ummagumma:
“Pink Floyd demanded depth, so when we created ‘Ummagumma,’ there was a feeling that one had to show this depth within them. Storm [Thorgerson] said, ‘You know what? A picture within a picture within a picture.’ …Where we discovered this was on a tin of cocoa from Holland. And there was a picture of a woman holding a tray, and on the tray was the tin of cocoa of a woman holding the tray on the tin…and so it went on.”