Is it a provocation or merely just for fun? What thin thread of logic unites a coffee tin with the Cartier brand or a bag of flour with Prada?
The exhibition Wheat is Wheat is Wheat, currently at the Museum of Craft and Design, San Francisco, attempts to look into the role of designer and that of consumer in an era of mass “signature” compulsion.
One cannot deny that the fine images of prosaic food such as: salami, yoghurt, coffee, milk, eggs etc. clad (appropriately said) with the brands most loved by the fashion buffs of all climes – Prada, Gucci, Nike, Apple, Tiffany, LV to cite but some, arouse curiosity.
This is luxury packaging, recognisable by the graphics, colors, details, especially reconstructed by the Israeli artist-designer Peddy Mergui on conventional broadly consumed products, and for this very reason with the power (the power of the brand!) to make salami appear even tastier, flour more refined, coffee even more aromatic.
But beyond curiosity, what remains?
As the selfsame artist suggests on his website, Wheat is Wheat is Wheat leaves more questions than answers.