“Today, so much art is created for the sake of being Art, and most of the time it becomes decoration.
We do not know if what we are creating is Art or decoration, but we can be certain we are creating culture.”
sug@R(T)_THE ART OF SUGAR
Figli di Pinin Pero & C., leader in the importation, manufacturing and packaging of different types of sugars, has decided to launch an artistic and cultural project whose aim is to bestow a new identity on sugar packets, which are usually used for advertising purposes or as collectors’ items. Thanks to this operation, which goes by the name sug@R(T), the sugar packet as a physical object will become not only a medium for reproducing copies of works of art or photography, but “THE” medium based upon which artists will design their works and on which they will bring them to life. The sugar packet will thus become a new type of material, which can be used like a canvas, a photographer’s film, a piece of paper, a web page or a block of marble. Beyond that, it will create a travelling exhibition space that exists in every place where sugar is used.