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Luxury Retail | September 20, 2021

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The exhibition ‘wheat is wheat is wheat’ - Luxury Retail

The exhibition ‘wheat is wheat is wheat’

Israel-based artist Peddy Mergui has envisioned a series of food packaging, extended from the lines of luxury brands.

The exhibition ‘wheat is wheat is wheat’, currently presented at the Museum of Craft and Design, San Francisco  April 12 – June 15, displays the collection of crafted boxes, containers and cases, each bearing a familiar trademark of a well-known brand. Nike, Tiffany, Gucci and Apple — to name a few — are logos featured on the packs, which are aesthetically described by visual elements and characteristics appropriate to each label; for example, fruits are contained in geometric and angular grey crates, emblematic of the nike brand.

“‘The various exhibits combine shapes and images from the world of consumption with concepts from the field of consumer ethics.’ Mergui describes ‘they serve to highlight both the contentious, potentially arbitrary connection that products have to packaging, and the ethically challenging conditions in which designers are asked to operate. Using humorous, yet provocative undertones, wheat is wheat is wheat will leave you with more questions than answers – particularly on your next trip to the supermarket”

By designboom