What if our everyday groceries were packaged by luxury brands?
mis à jour le 7 October 2015 à 00:00
Would you buy your everyday grocery products from designer brands such as Chanel, Prada and Louis Vuitton? Here's what they'll probably look like...
If we told you that luxury designer labels like Chanel, Prada, Louis Vuitton, Versace, Burberry, Tiffany&Co and so on packaged and sold our everyday groceries, would that push you to purchase?
Peddy Mergui, artist and founder of the design studio Talking Brands has imagined this unusual scenario. The exhibition entitled "Wheat is Wheat is Wheat" is now happening at the San Francisco Museum of Craft and Design, and shows a combination of various images such as Milk Powder by Chanel, Flour by Prada, Salami by Louis Vuitton, Eggs by Versace, Corn-Flavored ramen noodles by Burberry, Yogurt by Tiffany&Co among others. Throughout this exhibition, Peddy Mergui wants to highlight global consumer culture and the idea that consuming luxury brands is a way to be accepted into a status group or to affirm a successful lifestyle.
The main goal of the artist is to make us - the consumer - consider our next purchase in the supermarket by asking ourselves questions such as, "is it right? Isn't it awkward? Grotesque? Wheat is wheat? Why does Apple milk suddenly seem appealing? Does it make us feel more valuable?"
As Peddy Merdui said : "It is important to note that I am not criticizing these brands, I am criticizing myself and all of us, for it's very important for us to see and think."
It's pretty far from here but Mergui’s artwork will be exhibited at The Museum of Craft and Design in San Francisco until June 15, 2014. So if you're looking for an excuse to head there, this might just be the perfect reason!
Lindsay POUI-DI
