Eggs by Versace
Israel based artist Peddy Mergui current exhibit at the San Francisco’s Museum of Craft and Design, Wheat is Wheat is Wheat presents everyday groceries masquerading as luxury items. The exhibit combines various shapes and images from the world of consumption such as Eggs by Versace, Coffee by Cartier, Flour by Prada, Pasta by Ferrari, Yogurt by Tiffany&Co among others with concepts from the field of consumer ethics.
Coffee by Cartier
By infusing the packaging of our most basic commodities with values of prestige and luxury, Wheat is Wheat is Wheat explores the dynamic and often blurred ethical boundaries of design within consumer culture.
Flour by Prada
Museum of Craft and Design describes the exhibit as, “By observing Peddy Mergui’s new and improved “luxury” products we may see how brand alignment is perceived by many as acceptance to a status group or an affirmation of successful lifestyle. His exhibition: Wheat is Wheat is Wheat is a humorous yet provocative commentary on global consumer culture that may just have us questioning our next purchase.”
Pasta by Ferrari
The exhibit highlights 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.
Infant Formula by Chanel
Peddy Mergui’s personal experiences from leaving Morocco as a small child and moving to Israel, to exploring the beauty of Japanese culture as a young adult – play an essential role in his design process desire to challenge the status quo. As both the owner of a brand firm, and a senior professor of design at the Holon Institute of Technology, Peddy has over 20 years of practical industry and academic experience in the world of design and branding.
Salami by Louis Vuitton
Known for his ability to translate graphic language and visual communication into “rule-breaking” designs and concepts, Peddy has led significant and diverse advertising campaigns as well as a wide variety of projects involving brand building, packaging and product perception.
The exhibition is currently presented at the Museum of Craft and Design, San Fransisco through June 15, 2014.
Fruit by Nike
Yogurt by Tiffany & Co