Could the way you look at everyday brands be a mirror to yourself?

Designer Peddy Mergui’s new exhibition “Wheat Is Wheat Is What: Peddy Mergui” has opened at the Museum of Craft and Design in San Francisco and raises some important questions about the way we think about things and by reflection ourselves.

By changing the brand language of common items, Mergui intends for the exhibition to improve the world thinks about what is: right, awkward, grotesque, etc., and how we may feel differently as a result of the changing the landscape of things, purely due to design.

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