Castello Cheese’s ‘Eat The Art’ pop-up museum


The art in this gallery was so good, you could eat it. Literally…


Cheese brand Castello installed a pop-up gallery in New York’s Grand Central Station where Americans could sample ‘the best cheese from Denmark’ in a very unique way.


Still life paintings featuring cheese from illustrious painters like Jean-Baptiste-Siméon Chardin, Raphaelle Peale and Antoine Vollon were re-interpreted with immaculate precision using the various cheeses in the Castello portfolio.

After admiring the works of art, guests were invited to have a nibble on them by removing samples directly from the replica masterpieces.

Over the course of two days, more than 500,000 visitors enjoyed the unique exhibition, and a lucky 40,000 people tasted the works of art.

Brie-lliant! (Sorry, we had to.)

Love this foody pop-up? Then take a look at Kellogg’s’ pop-up recharge bar, that put a cereal twist on everything – from the entertainment provided to the karaoke booth!

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.