What if Luxury Brands made everyday items?

It's a thought provoking notion.

What if the luxury brands were asked to make everyday items, 

like flour, or coffee, or apples.

How would they package them?

Would Versace wrap each hen's egg as a golden egg?

Would Chanel package baby formula

in tins of gold, with exquisite tracery filagree patterns

casting their loveliness across the drum?

And in so doing, 

would that make the contents within far more valuable to us,

because it carries a luxury logo on the front?


It's a question which is intended to raise more questions

than it has definite answers,

in this exhibition by Peddy Mergui,

"Wheat is Wheat is Wheat",

which showcases "flour" by Prada, "coffee" by Cartier,

"butter" by Bvlgari, "biscuits" by Dolce & Gabbana and so on.

(Of course, it's not actually by them,
but an idea of how it may look if they did produce these goods.)

And it's all rather fabulous….art which is thought-provoking

as well as humorous? I'm all for that.


But enough chatting by me,

have a look at some of this luxury packaging….

Hermès salt and pepper….

Hermès salt and pepper….

Apple iMilk….

Apple iMilk….

Tifffany & Co natural yogurt...

Tifffany & Co natural yogurt...

Prada plain baking flour….

Prada plain baking flour….

Cartier coffee beans….

Cartier coffee beans….

Oh, this is clever, clever, clever. 


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. This exhibition is meant to highlight the challenges a designer faces when tasked with promoting economic interests while remaining true to his or her own moral compass.
— Peddy Mergui

So what are your thoughts?
If luxury brands made everyday items,
would you value them more?

As it goes without saying that we perceive luxury brands
to equate with luxury goods,
do they therefore have to be non-everday items to be considered a luxury?

And because we would assume that the contents
of these gorgeous packages would be of a higher standard
than a non-luxury brand,
perhaps that's the part which makes them luxurious???

Over to you….

Wheat is Wheat is Wheat is currently on exhibition at San Francisco's Museum of Craft & Design…until June 15. Images all from Paddy Mergui's website here.