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Fashionable Foods,  WHEAT IS WHEAT IS WHEAT

Designer Peddy Mergui plays with trendy luxury images: brand-parodying and provocative

SAN FRANCISCO

Peddy Mergui is a Moroccan-born artist and designer transplanted to Israel, but what has attracted worldwide attention to his work has been his recently concluded exhibition in the Museum of Craft and Design in San Francisco. As an expert on marketing strategies, Mergui has created his Wheat is Wheat is Wheat project as a refined exercise in style that sets out to “clothe” a series of basic food industry products with packaging apparently designed by the most famous fashion houses (and other fashionable luxury suppliers). The result is amazingly life-like, featuring among others iMilk by Apple, Prada flour, Louis Vuitton salami, Tiffany yoghurt and Versace eggs, each with packaging whose every detail is faithful to the aesthetic and stylistic characteristics of its international brand image. An appealing and amusing exercise which is also a challenging invitation to reflect on the nature and the power of image marketing.

 

Peddy Mergui è un artista e designer di origine marocchina trapiantato in Israele, ma ad accendere i riflettori sulla sua opera e ad attribuirgli risalto internazionale ci ha pensato una mostra da poco conclusa presso il Museum of Craft and Design di San Francisco. Esperto conoscitore delle strategie di marketing, con il progetto Wheat is Wheat is Wheat Mergui ha elaborato un raffinato esercizio di stile che prevede di “vestire” una serie di prodotti di base dell’industria alimentare con abiti firmati dalle più rinomate aziende di moda (e non solo). Il risultato è stupefacentemente verosimile: sono nati così, tra gli altri, l’iMilk di Apple, la farina Prada, i salami Louis Vuitton, lo yogurt Tiffany e le uova Versace, tutti perfettamente aderenti ai principi estetici che identificano i suddetti brand sul mercato internazionale. Un esercizio dall’esito accattivante e divertente, che è anche un richiamo a riflettere sul potere dell’immagine.

 

peddymergui.com 

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