Wheat is Wheat is Wheat: What if Luxury Brands Made Ordinary Food?

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Written by Sam Johnson

2014-04-25

 

Artist Peddy Mergui created a series of food packaging, extended from the lines of luxury brands. In ‘Wheat is Wheat is Wheat,’ Mergui portrays dressed-up food such as Louis Vuitton salami and Burberry yogurt.

Through the creation of supermarket environment vignettes, in which products are re-branded, Mergui presents basic grocery items with well-known luxury labels and aesthetics, effectively turning a viewer’s perception of quality on its head,” the exhibit’s website explains.

 

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Peddy_exh_4_oliveoilN_verge_super_wide

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Peddy_exh_11_fruit_2_verge_super_wide

Peddy_exh_12_noodles_verge_super_wide

Peddy_exh_14_pickles_verge_super_wide

Peddy_exh_15_pasta_verge_super_wide

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Via www.businessinsider.com

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