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Museums Exhibits

Apple iMilk and Yogurt by Tiffany: Artist fashions designer groceries

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Got iMilk? These sleek white cartons mirror Apple's signature branding. (Peddy Mergui)

It’s New York Fashion Week and while eyes are turned to the runway, perhaps we should be looking in our fridges for the latest designer duds.

Peddy Mergui, an Israeli-based artist and designer, wants to challenge consumer perceptions with his latest collect of artwork “Wheat Is Wheat Is Wheat.” What we wear automatically imparts preconceived notions about our value in others. Mergui now argues that product packaging tells the same story and set out to show how labels manipulate our perception of the worth of everyday goods.

From a signature  robin’s egg blue Yogurt by Tiffany & Co to Egg by Versace in distinguishing colorful packaging, these designer groceries are not only beautiful to look at, but inspire a covetous instinct  not likely imbued by regular dairy.

“I think branding is a powerful tool that can effect almost anything, including basic food products, like the ones presented in 'Wheat is Wheat is Wheat',” Mergui told FoxNews.com. “The iMilk is just milk, but associating it with Apple's brand values, effected how we see it.”

With its sleek packaging, simple ethos and universally recognized symbol, Apple is the king of modern branding. But Mergui wants consumers to recognize that when they buy an Apple product, it’s clearly not just about the technology. Mergui wants people ask themselves what they think when they buy these products and recognize how does it make them feel? He also wants people to ask “Why?”

Juxtaposing a high end brand like Prada with an everyday—and relatively cheap—essential item may seem too fantastical to be real but in the booming organic, luxury food market, some of these sleek containers may not be so far off from what we really see in the stores. And people want to belong to that lifestyle that can afford it.

Though Mergui is not the first artist to reimagine food with designer digs, his art work is hyper realistic enough to provoke real consumers. He has taken care that his designs reflect that of the actual brands represented.

“While presenting at the Museum of Craft and Design in SF, many people asked if there's a store at the end where they can buy the products,” Mergui said.

While none of the companies represented in the works have reached out to the designer yet, he believes they are aware of the inventive product stills. It may not be long before McDonald’s issues a limited edition Burberry burger.

"Wheat is Wheat is Wheat" will next be displayed at the Expo Milano 2015, this May through October.