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.