Activation, brand experience: Castello ‘Eat the Art”



Have you ever dreamt of eating the cheese from a painting ?

The belgian creative agency Duval Guillaume imagined an interesting activation for their client Castello, the famous the cheese maker.

In New York the ‘Eat the Art’ pop-up museum opens its doors to give Americans the opportunity to taste Castello, the best cheese from Denmark, in a very original way.
Famous still life paintings that contained images of cheese were reproduced with great precision with existing Castello cheeses. The difference? You could really smell and… eat the copied works of art. Over the course of two days, more than 500.000 visitors enjoyed the unique exhibition, of which 40.000 people actually tasted.



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