ARTICLE: “Artist Imagines How Common Grocery Items Would Look if They Were Sold by Famous Brands Like Chanel and Apple”

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In his fantastic art project Wheat is Wheat is Wheat, artist Peddy Mergui imagines a world in which prestigious brands like Nike, Chanel, and Apple sell humdrum grocery staples like milk and eggs. The results are wonderfully confusing to the poor consumer’s mind: witness eggs by Versace, Apple iMilk, and Nike fruit.