Yellow Cow Cheese (Red)

Yellow Cow is a series of interventions, performances and installations inspired by a passage in the Surah Al-Baqarah (The Cow), which is the longest chapter in the Qur’an. It is not a work of art that seeks resolution, it is an ongoing project that literally and figuratively places this ancient story into contemporary consumer society. The project has been realised as a film, a shop installation, a brand and a series of products, all asking the same question posed by the story in the Qur’an: what is so special about this yellow cow?

"In biblical and Quranic times a story was spread by word of mouth and recitation; to spread a story… or an ideology… in the contemporary world, one has to conceive a brand that will be recognisable in the marketplace.”
Ahmed Mater

Performance, Brand and Process