What turns food into a luxury product? The answer to this question has been provided by the Museum of Craft and Design in San Francisco, where Moroccan-born, Israeli-raised artist Peddy Mergui with his ‘Wheat is Wheat is Wheat’ exhibition showed what would happen if basic products were to be packaged by the world’s most prestigious fashion brands.

Perhaps a provocation, we do agree, but nevertheless the result is pretty impressive. When everyday goods are wrapped up in different packaging, the ethical boundaries within the consumer culture, often disguised and blurred by catchy design, begin to be more clear.

“The exhibits shown here were created as works of art and are the result of the freedom of creative artistic expression. This exhibition should not be seen as a criticism of any specific label. These works of art were published without any intention to harm the brands’ reputations or value in any way” Mergui has explained. This collection is based on irony and it’s objective is not to criticise the specific brands but to rather question our perception of the product and the way we value our everyday habits.

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