Marina Abramović Macarons: Kreëmart and Ladurée Launch Pastry Portrait Series

Kreëmart, a project founded in 2009 by former art advisor Raphaël Castoriano, has collaborated with Ladurée to create a limited-edition macaron inspired by Marina Abramović. The macaron, part of a series called Pastry Portrait, features a custom flavor based on Abramović's personal memories and a 'Papillae Questionnaire.' The packaging is triangular, dark, with a petrol-blue-green color, gold leaf, and the Abramović family crest. This is not Abramović's first commercial venture; in 2014, she recreated a 1978 performance with Ulay for Adidas during the FIFA World Cup. Kreëmart previously worked with Abramović in 2010 for a gala dinner at MoMA's 'The Artist Is Present' retrospective, creating 460 limited-edition Golden Lips chocolates by chef Guido Mogni, sponsored by Givenchy and Saint Ambroeus. Other Kreëmart projects include Bubble Gum Cigarettes by Maurizio Cattelan for Toilet Paper Magazine and a fake-splatter buffet by Los Campinteros at Art Basel Miami. The macaron was presented at Harrods, then at FIAC Art Fair in Paris, Frieze, and Artissima at Bar Cavour, with future stops in Los Angeles, Miami, New York, Tokyo, and Milan. The campaign video features Abramović eating the macaron slowly, describing the flavor as reminiscent of her grandmother's coffee, basil, thyme, cardamom, and exotic travels. The initiative has drawn criticism for being overly sentimental and lacking irony, especially compared to Abramović's earlier radical performances.