For 33-year-old Shanghai-born food artist Gong Hua, her interest in the space of food design was birthed during the pandemic. “I had chanced upon Spanish artist Salvador Dalí’s work while stuck in lockdown, and was intrigued by his obsession with food and its imagery. It made me think about everything I was consuming, and how food affects psychology, architecture and art.”
Currently freelancing as a creative hybrid dabbling in public relations, marketing and event production, Gong does conceptual food displays and installations on the side. Her works are experimental and subversive, often exploring themes of surrealism and fetishism. She also runs the Instagram page Who Eats Art, which serves as a curated visual mood board documenting her best works. “Art creation comes naturally when you are an overthinker,” she shares. “Being a food artist allows me to present an alternative view to something that is such a big part of our everyday lives, while also leaving a lasting impression on the consumer.”
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With an extensive portfolio that boasts collaborations with commercial giants such as Martell and HSBC, Gong is thankful for all the opportunities she has received to date. “Each project has a different brief, which constantly challenges my creativity.” Extensive brand research is conducted prior to any ideation or execution, with Gong carefully tailoring her approach to suit the client’s needs. “My focus is always on the client,” she reiterates. “Each installation or set has to revolve around the brand’s story and vision.”
“My focus is always on the client, each installation or set has to revolve around the brand’s story and vision.”
Outside her interests in food and art, Gong also possesses a strong and refined sense of personal style. Similar to her craft, there is a level of intention with everything she wears. Treasured vintage finds make up the bulk of her wardrobe these days, peppered with several pieces from elusive designers such as Dion Lee, Martine Rose and Marina Yee. “I don’t stick to one style; I love to dress inappropriately for the weather or the occasion, to mix contrasting pieces that seemingly don’t go together.”
She adds that fashion and food have long been intertwined with each other due to their innate abilities to create an emotional bond with their audience. “More and more brands are now using food art as a way to forge a deeper connection with their demographic. For instance, Jacquemus sent out encased pieces of toast, butter knives and dollops of butter last year as a playful yet personalised show invitation to all of its attendees.”
Gong notes that Singapore is growing into a promising hub for food innovation and artistry, led by a new wave of creative idealists who are pushing the conversation forward. “With the opening of ventures, such as New Bahru, that promote a way of living rather than merely selling goods, the floodgates have opened for more collaborations, pop-ups and crossovers. Combine that with a country that already prides itself on food being its national language, and it’s hard not to get excited for things to come.”
Photography Zantz Han
Styling Bryan Ho
Hair Kenneth Ong/Makeup Entourage using Keune Hair Professional
Make-up Hazel Tan/Makeup Entourage using Dior Beauty
Photographer’s assistant Alexander Ng
The July/August ‘Cravings’ of Vogue Singapore issue is available online and on newsstands from 15 July 2024.
