pendy mergui

A Louis Vuitton salami, a Dolce & Gabbana cookie and some Versace eggs. These are just a few of  the products, suggested by Peddy Mergui and his team, Peddy Mergui Talking Brands, which were created for the Wheat is Wheat is Wheat exhibition, which will be running until June 15th, at the Museum of Craft and Design of San Francisco.

By shuffling high consumption products with worldwide known brands, like Chanel, Prada, Apple and Nike, the 45-year-old artist is examining the boundaries between design and ethics. He is trying to decode and locate, in a humorous and maybe provocative way, what exactly the consumer is paying: product or brand, a dilemma he is aiming to convey to the exhibition’s visitors.

The artist however, is claiming that he has no intention of offending any of the brands and that the exhibits are products of freedom of each’s artistic expression.

Peddy Mergui grew up in Mexico and is working in Israel. He is a professor at the Holon Institute of Technology and has chaired its Design department. He’s been running for the last 15 years, Peddy Mergui Talking Brands, which was among the Rebrand Global Awards 2013 winners.

Museum of Craft and Design of San Francisco, www.sfmcd.org

Peddy Mergui, www.peddymergui.com

Peddy Mergui Talking Brands, www.getyourbrandtalking.com

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