October 4–6, 2019
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 from October 4–6, 2019 at Spring Studios. Exploring the role of identity through taste, the multisensory experience will invite 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 will include 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 will engage in a dialogue with internationally renowned artist Marilyn Minter’s celebrated video work Green Pink Caviar (2009), and London-based artist Daniel Lismore who will be present as a “living sculpture” and activate an artwork first inspired by Mastercard in 2018.
Designed to prime one’s senses, the exhibition conveys 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 will be 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 multisensory exploration of the classic birthday-cake ritual.
Within the exhibition, there will be three videos created by Castoriano of Kreëmart that playfully express the creative process that led to the development of the two original taste macarons, Passion and Optimism. Visitors will be 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.
This 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.”
Mastercard’s move into taste serves as the latest brand expression in its multisensory evolution. In 2019, Mastercard removed its name from the logo, leaving only the iconic symbol of two overlapping red and yellow circles; debuted a global sonic identity that’s being heard around the world; and reimagined its culinary strategy by opening Priceless restaurant in NYC with a pioneering, fully immersive restaurants-in-residence model.
Taste of Priceless will be open to the public on Friday, October 4 from 6–9pm, Saturday, October 5 from 12–11pm, and Sunday, October 6 from 12–7pm at Spring Studios (50 Varick Street, New York, NY 10013). Guaranteed session times are available on priceless.com, with all proceeds going to the World Food Program USA’s School Meals initiative.
