WHY IT’S CONSCIOUS: Art as activism. This project reveals socio-economic disparities in American culture.
If you’re on a road trip anytime soon, don’t expect to pick up any Erewhon snacks while visiting Tucumcari, NM. Matty Mo, renowned globally as “The Most Famous Artist,” has unleashed his latest creation ‘Erewhon Tucumcari’. Transforming a once-unassuming coffee shop into a provocative art installation, he challenges the very core of the LA-bred, organic/health/ celeb/influencer-fueled adoration of organic grocery store, Erewhon.
The installation invites contemplation on socio-economic disparities, highlighting the affluent health food movement and the stark reality of food deserts which exist not only in rural America, but our cities too.
Matty Mo’s motivation behind the project becomes apparent as he explains, “It just was too good not to do.” For him, “Erewhon Tucumcari” is not merely an installation; it’s a statement, and conversation starter.
And if you are talking about this, you’ll most likely also be talking about the recent partnership between Erewhon and Balenciaga. While I have a whole other story on that matter (not written yet but WIP title: ‘Wellness Moms Outraged at Erewhon/Balenciaga collab, Still Shop at Erewhon’), I’m hoping that both of these cultural Erewhon moments are at least spinning the conversation somewhat in the orbit of bringing awareness to the accessibility of organic and healthy food across America.
While I am a privileged lover of Erewhon, this thought often plagues me. So much so, we (Conscious City Guide) once pitched to help orchestrate Erewhon’s ’round up’ program to help fund low-cost organic health food stores in Los Angeles, like Olympia Auset’s re-opening of Mr. Wisdom’s in South Central. P.S Erewhon, we’re still available for this.
But back to ‘Erewhon Tucumcari’, since it’s now open for viewing, I’m pretty sure we’ll be seeing selfies pop up all across the IG. But fortunately/unfortunately they’ll be sans Hailey Bieber smoothie.
This post was written by Mel Nahas, co-founder of Conscious City Guide.