Kreëmart x Toilet Paper via NOWNESS [VIDEO]

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.

Kreëmart x Toilet Paper on Nowness.com.

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