Israel-based artist and designer Peddy Mergui says “packaging tells a story, and can imbue consumer goods with value and prestige.” In his new exhibit, “Wheat is Wheat is Wheat,” he does just that, elevating everyday foods into “designer groceries.” (An example: a container of yogurt is transformed into a Tiffany package.) His work provides an opportunity for all who view it to consider how designers can influence perception, and the ethics involved in the creative process.

The exhibit considers lifestyle brands, including Nike, Apple, and Prada, and has proven enormously popular with the public.

Maria Godoy (@mgodoyh) reports for NPR’s The Salt:

“In my line of work, I was always asking, ‘What is the ethical boundary for designers’ ability to influence consumption? Are we using our ‘tools’ wisely? This got me on a three-year journey to explore my field [and] examine the way we think as consumers.

Note: To dig more deeply into the history of American consumer culture, consider securing a copy of William Leach’s iconic book, Land of Desire: Merchants, Power, and the Rise of a New American Culture.