Decontextualising gastronomy through art

This new artistic generation explores the intersection between fashion, art and gastronomy through a subversive twist on reality, transforming abstract ideas into ingenious pieces of art.

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There is a whole constellation of avant-garde artists who are experimenting with the most essential material to transcend in the art world. Food is separated from its function, and its very essence, to crystallise into photographic and/or sculptural compositions created by these new curators or digital curators who transform the ordinary into something extraordinary.


Gab Bois understood from an early age the true meaning of art: to bring to the surface that which is hidden, developing various creative spheres which he merged with his studies in Fine Arts to lay the foundations of his artistic career.

The Canadian artist spent her childhood generating compositions from everyday objects and discarded materials. An aesthetic vision that continues to inspire her current art, the result of a practice that revolves around photography, sculptural installation and design with which she connects all those stimuli from which she drinks: from fashion to technology or human anatomy.

Gab Bois has created the most subversive campaigns of the system for brands such as Marc Jacobs through a visual language that alters the usual perception of things.

Gab has thus configured an eclectic gallery of art on Instagram in which one can appreciate how hedonism coexists with certain satirical deliriums in images altered through post-production processes. A virtual dimension in which we can find from birthday cakes that germinate from the earth, to ice creams with snowballs or bras designed in orange peel, generating an infinity of decontextualised objects with which he continues to narrate his own surrealist stories.


Pablo Rochat is the Atlanta-based graphic designer and art director who distils his inner world into images, NFTs or videos that often end up in the ocean of the viral. In this sense, one of his most outstanding “hacks” consisted of an installation based on a photorealistic decal print of Airpods placed on the pavements, subways and stairs of San Francisco.

Having attracted cult brands such as Balenciaga, Hermès, Apple and Nike into his creative orbit, this digital artist creates bewildering works that open our eyes and minds to all the possibilities offered by everyday life and the objects around us.

Through this surrealist lens, he “hacks” from gastronomy to art or fashion, projecting a whole digital carousel in which he playfully fuses elements such as cheeses turned into T-shirt prints, or sauces that act as sunglasses, in a metaphorical game with which he alters our perception of reality.


This same connection between the digital and the physical can also be seen in the work of Daisuke, the Japanese artist who operates through the account @dimda_.

The designer is known in the networks for his innovative designs of luxury items such as his series of Prada or Hermès items created with food such as noodles, bread or sushi. Upcycling projects with which he also explores the art of logomania and high-end fabrics that he reconstructs in the form of objects of desire, such as his saddle bag made from face masks with the Dior logo or a bag made from Prada seaweed.