Luxury Packaging for Everyday Items

Wheat is Wheat is Wheat - Luxury Packaging for Everyday Items

In an exhibition titled Wheat is Wheat is Wheat, designer Peddy Mergui wraps over a dozen basic food products – from fruits to coffee and salami – in high-end designers’ patterns and big brands’ famous packagings in order to elicit reactions based on brand recognition. Meet Apple’s iMilk, Prada’s flour, and Burberry’s butter. “High-end brands are not selling the products, they are selling the lifestyle,” Mergui tells The Verge by phone. But now, those brands are beginning to branch out, “extending products to a lot of fields that did not use to be there.” Mergui says that people who have seen his exhibit have had a strong response. “People really liked it,” he said. “I felt a bit confused. You’re just buying flour, or milk, or whatever – this is a basic thing.” Wheat is Wheat is Wheat is currently showing in San Francisco at the Museum of Craft and Design and will be there through June 15th.

 

Orange by Nike

Orange by Nike

 

Soft Butter by BVLGARI

Butter by BVLGARI

 

Noodles by Burberry

Noodles by Burberry

 

Salami by Louis Vuitton

Salami by Louis Vuitton

 

Pasta by Ferrari

Pasta by Ferrari

 

Milk by Apple

Milk by Apple

 

Pickles by Gucci

Pickles by Gucci

 

Flour by Prada

Flour by Prada

 

Olive Oil by United Colors of Benetton

Olive Oil by United Colors of Benetton

 

Coffee by Cartier

Coffee by Cartier

 

Petite Beurre by Dolce & Gabbana

Petite Beurre by Dolce & Gabbana

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