Not even a year has passed since Karl Lagerfeld transformed the Chanel fashion show in a giant supermarket where everything was branded with the iconic double-C. And indeed, as well as a trend, this was the bearer of a reflection, like the artist and designer Peddy Mergui’s. His “Wheat is Wheat is Wheat” series wants to highlight how a designer should circumvent and forget his personal ethics in order to create a product that sells. A provocation against the creativity that shows how often how a product is presented counts more than the product itself, as well as how the iconographic features of a brand can create attraction towards objects far away from its initial idea. So the fictional supermarket products: Apple milk, Dolce&Gabbana biscuits, Prada flour, Tiffany yogurt and Ferrari pasta.
