When creative and advertising guru Paddy Mergui became interested in design and promotion within our consumer culture, it lead to a rather wonderful exhibition of his take on luxury packaging. From Hermes salt and pepper sachets to Versace eggs, and amazing Prada flour to Burberry noodles, he has thought of everything.

'Wheat is Wheat is Wheat', the name of the exhibition, is shown at the Museum of Craft and Design in San Francisco until June 15th, so if you're around town, it's definitely a MUST. For those, like me, who sadly won't be over in the States, take a look at more from the exhibition below.

On Paddy's site, it says of the collection of work:

By infusing the packaging of our most basic commodities with values of prestige and luxury, Wheat is Wheat is Wheat explores the dynamic and often blurred ethical boundaries of design within consumer culture. This exhibition is meant to highlight the challenges a designer faces when tasked with promoting economic interests while remaining true to his or her own moral compass.

I know it's probably the wrong thing to say, taking into account why Paddy has created this exhibition, but... wouldn't it be FABULOUS to have all these things to buy??? Ooops!

It's an interesting look at how we view luxury brands and their impact on our every day lives. It makes you think... what if?