Just eat it.

Israel-based designer Peddy Mergui has created a project that reimagines everyday foods as designer groceries, such as the Nike fruit above. The goal, he says, is to explore how packaging manipulates our perceptions and desires. His exhibit is called “Wheat Is Wheat Is Wheat.” 

If Apple Made iMilk And Nike Sold Fruit: Designer Groceries As Art

Photos courtesy of Peddy Mergui