Taste of Priceless

Commissioned by Mastercard, the ‘Taste of Priceless,’ is an immersive exhibition that brings together new and existing works by artists Monika Bravo, Daniel Lismore, Marilyn Minter, and Jennifer Rubell at Spring Studios. Exploring the role of identity through taste, the multi-sensory experience invited guests on an artist-led journey and culminate in the unveiling of the first taste of Priceless, two bespoke macarons conceived by Raphaël Castoriano and crafted by Ladurée, which encapsulate Mastercard in two custom flavors: Passion and Optimism.

Highlights included a commissioned site-specific installation by multidisciplinary artist Monika Bravo, who is known for her hyper-sensorial interventions informed by color, texture and abstract forms, as well as a newly commissioned immersive video work from American conceptual artist Jennifer Rubell. These new works engaged in a dialogue with internationally renowned artist Marilyn Minter’s celebrated video work Green Pink Caviar (2009), and London-based artist Daniel Lismore who was present as a “living sculpture” and activate an artwork first inspired by Mastercard in 2018.

Image captions (L-R); Jennifer Rubell, Excerpt from Happy Birthday (2019), Courtesy of the artist; Daniel Lismore, Credit: Colin Douglas Gray; Monika Bravo, stills from animation timeless (2019); Marilyn Minter, Green Pink Caviar (2009) Film still, Courtesy Marilyn Minter Studio

Designed to prime one’s senses, the exhibition conveyed taste via a periscope of presence, movement, color, energy and nature. The experience begins with Monika Bravo’s multi-layered animation, which is projected onto a soft wall that winds through the gallery space in a snake-like formation. The multiplicity of colors, shapes and vibrating frequencies in the work evoke a physiological response and awakening of the senses in response to the exhibition’s theme of Passion and Optimism.

Visitors were guided by Bravo’s projection, which is punctuated at select intervals with five video works, including the premiere of Jennifer Rubell’s Happy Birthday (2019), a film-based multi-sensory exploration of the classic birthday-cake ritual.

Photo by Marco Anelli

Within the exhibition, there were three videos created by Castoriano and Kreëmart that playfully express the creative process that led to the development of the two original taste macarons. Visitors were invited to feel, smell, and savor the fruits of custard apple and yuzu at their peak – the starting point for the taste of Passion and Optimism respectively – before finally tasting each macaron at the conclusion of the experience.

“I am honored to be a part of Mastercard’s multisensory evolution in developing the original taste of Passion and Optimism. Mastercard is the first brand in the world to put the taste of Priceless in one’s mouth,” said Raphaël Castoriano

This first taste of Priceless, Passion and Optimism, perfectly embody key attributes of Mastercard’s personality as well as its symbol – those world renowned red and yellow interlocking circles. Passion represents the company’s energy and commitment to helping people get closer to the things that they love. And Optimism signifies its confidence and efforts to making the world a better place. Together, they champion the brand’s platform to Start Something Priceless.

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