Hugo Ball's Dada manifesto of 1916 emerged in a politically complacent time, advocating for absurdity in art as a reaction to a senseless world. In today's environment, marked by irrational events, this absurdist ethos finds new expression in brand collaborations across the food industry. The rise of 'peak restaurant collab' in 2023 reflects a shift in marketing strategies, where chefs team up to capture attention and attract new customers in an era where traditional recognition, like a New York Times review, no longer guarantees success.
To Ball and other Dada artists, the only logical reaction was to be illogical and absurdist. Perhaps, through not making sense, actual truth could be found.
In 2023, we hit 'peak restaurant collab,' when every week one chef was popping up in another's kitchen, working on a menu fusing their tastes.
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