Want to buy groceries from luxury brands? That may not come true, but here’s a look at it in a different way. Israel-based visual artist Peddy Mergui’s ongoing Wheat is Wheat is Wheat exhibition at the San Francisco’s Museum of Craft and Design is giving everyday food items a makeover with luxury branding. Peddy Mergui imagines how various groceries would look like if they are marketed as luxury brands – Coffee by Cartier, Eggs by Versace, Infant Formula by Chanel and my favorite Basmati Rice by HSBC.
This is not an exhibition done just for the sake of art. Using humor, Mergui is trying to draw attention to work challenges a designer face when trying to promote a product through packaging, but at the same time remaining true to ones believes. Eggs by Versace are still plain old eggs, no amount of branding and packaging going to change it to a luxury item. Maybe a little bit if you brand it “organic”.
Museum of Craft and Design said of Mergui’s work “By observing Peddy Mergui’s new and improved “luxury” products we may see how brand alignment is perceived by many as acceptance to a status group or an affirmation of successful lifestyle. His exhibition ‘Wheat is Wheat is Wheat’ is a humorous yet provocative commentary on global consumer culture that may just have us questioning our next purchase.”
The exhibition opened April 12th and will run until June 15th.
Source: Peddy Mergui