In Magenta Dream™, Alloro examines the concept of branding through the aesthetic of the Ukrainian borscht soup, known for its distinctive beet-derived magenta hue, using the colour (hex code #FF00FF) as her point of departure into “a deconstruction of the product’s identity”.
The project takes the form of a cooking show filmed in front of a live audience, and chef Alloro will host mystery guests and discuss the “spiritual and sensual phenomena that seemingly occurs while making borscht”.
See the project page for details. **
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