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Kreëmart x Toilet Paper

The Maverick Confectioners Celebrate Artist Maurizio Cattelan’s Vision With Sugar and Smoke

Conceptual dessert-makers Kreëmart team up with Italian artist and provocateur Maurizio Cattelan to create cigarettes for eating and sweets for smoking in today’s playfully subversive video. Filmed at the New York launch of Cattelan’s Toilet Paper book, featuring images from his magazine of the same name, stylish guests like DJ Honey Dijon, nightlife personality Lady Fag and chanteuse Yanna Avis puff sugar smoke and pile their plates high with lumps of cake from what looks like a giant ashtray, complete with edible cigarette butts. Of course, these decadent substances can cause as much guilt or pain as they do pleasure. “They are two luxuries which compete against one another,” explains Raphaël Castoriano, Creative Director at Kreëmart, a project that pairs pastry chefs and confectioners with leading contemporary artists for culinary explorations. The collaborations involve elaborate detail and material research, and have included the golden lips, silver noses and disturbing red velvet cakes served at Marina Abramović’s MoCA gala in 2011, and Kenny Scharf’s Jello Bacchanalia for ArtRio 2012. “We don’t even need to talk,” says former art advisor Castoriano of his impressive roster of creative colleagues. “I can just look in their eyes, and we are working together.” Cattelan is no stranger to the world of consumption—his previous magazine was named Permanent Food. In the same provocative vein, Toilet Paper, produced with photographer Pierpaolo Ferrari and co-published by Dennis Freedman of Barney's New York, flirts with the dangers of overindulgence, much like the gleeful and uncanny sculpture Cattelan is famous for.

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Conversations (3)

  • Franco De Rose
    Artistic and different
  • ADAM HELLER
    so sorry the only thing remotely talented is honey dijon in this film , the subject of smoking is a huge NO , not even in tongue and cheek . its gross and kills . this was a big disappointment visually
    • Posted By ADAM HELLER
    • January 30, 2013 at 11:11AM
    • Share Comment:
  • Vitamin Magazine
    Beautiful!

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  • On Replay
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    Beauty is the New Fashion

    Top Makeup Artists Define the Season’s Trends in a Sultry Short From Tokyo Magazine The Reality Show

    Baby blues are framed in indigo eyeliner and lips go two-tone as models of the moment are painted with this season’s pop palate in a kaleidoscopic short for Japanese fashion magazine The Reality Show. Editor-in-Chief Tiffany Godoy and Art Director Tomoyuki Yonezu co-created the film and enlisted some of the industry’s most sought-after makeup artists to reinterpret fall/winter 12 runway trends, resulting in some major maquillage including a goth-tinged look on model Ewelina Kruszewska, courtesy of beauty world favorite Dick Page. “The way I am thinking about the makeup is that it is not just eyes or cheeks on a face—unless your lips are going out on the town by themselves, everything has to work together,” explains the British creative, who works regularly with Mario Sorrenti, Juergen Teller and Inez & Vinoodh on editorials for the likes of WHarper’s Bazaar and Vogue. Shot with a high-definition Red EPIC camera by photographer Koichiro Doi, the “motion photographs” will run as still images in the The Reality Show’s fourth issue, which hits newsstands in mid-December. “Today we are inundated with fashion images and we see so many of the same clothes all the time, so it seems that makeup is where we can really express individuality and uniqueness,” explains Godoy of the film’s title. “We can change it easily every day without spending a lot, yet we still get to work with the types of brands that give us a sense of glamor, luxury and chic.”
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    With all the different genres of cooking out there today, why choose “X-treme Cuisine”? 
    I want to give people something more than tags like fusion, molecular or modern contemporary. I'm known for a couple of shocking dishes: Bo Bo for instance was wagyu beef with black truffle and foie gras, but served in a can. But X-treme isn’t just about being shocking; it’s exciting because it can take you to your limits and give people a new, surprising experience. 

    What inspires your X-treme recipes?
    I try to incorporate some element of familiarity when I cook; I make my food multi-sensory because when you eat it combines several senses: sight, smell, temperature and texture. In the East, texture and temperature are very important, and in the West taste and the visual take priority. Using all your senses creates a memory—you're associating and comparing.

    How might you adapt a classic, familiar dish?
    Shalong Boa (little dragon), or Xiao Long Bao in Mandarin, is a dish of tiny pork bouillon dumplings that explode in your mouth. Traditionally they would wrap a thick pastry around chopped up pork fat and seasoning and steam it so that when you bite into it you taste the liquid. I map the perfect Xiao Long Boa using the dish’s original flavors, with the addition of spherification (shaping liquid into spheres), so it looks like an egg yolk—it tastes the same as the original dish, even though that’s not what it appears to be. 
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