# Cheese-Branded Gold Installations Velveeta Installed a Gold Eight Foot Box Of Velveeta In NYC By Elena Rahman | Published 2022-02-08 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/velveeta References: [centralpark](https://www.centralpark.com/things-to-do/attractions/naumburg-bandshell/) & [kraftheinz-foodservice](https://www.kraftheinz-foodservice.com/products/0000070270/velveeta)  [Velveeta](https://www.trendhunter.com/trends/velveeta-gold) installed an eight-foot-long golden box of Velveeta in the middle of Central Park. The brand was inspired by Niclas Castello, a German artist who designed ICYMI, a cube made from 186 kilograms of [pure 24-karat gold](https://www.trendhunter.com/trends/forever-macaroni-necklace), which was dropped in central park the day prior to Velveeta's installation. Velveeta is known for its [gold brick of decadent cheese](https://www.trendhunter.com/trends/kraft-mac-cream-cheese-schmear). The company responded to the artist's design with its own version of the artwork. The Velveeta masterpiece is on view for all in the New York City park. Visitors are encouraged to be confident and unapologetically themselves through the installation. The replicated cheese block is guarded throughout the day to ensure everyone has a chance to view the installation safely. Image Credit: Velveeta ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 74% | Activity: 72% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Cheese-branded Installations:** Brands are creating unique experiences for consumers by installing branded sculptures, installations, or exhibits in public spaces. - **Luxury Brand Activation:** Luxury brands are leveraging art installations to create unique and memorable brand experiences and activations. - **Interactive Art Installations:** Interactive art installations that encourage audience participation are being used by brands as a way to attract and engage consumers. ### Where This Applies - **Food and Beverage:** Food and beverage companies are using art installations to create immersive experiences around their products. - **Luxury Goods:** Luxury goods companies are using art installations as a way to enhance their brand image and create a unique marketing experience. - **Entertainment and Events:** Entertainment and events companies are incorporating interactive art installations to create an engaging experience for attendees. ## Related on Trend Hunter - [Cheese-Colored Hair Dyes](https://www.trendhunter.com/trends/velveeta-gold.md) - [Cheese Wheel Dining Experiences](https://www.trendhunter.com/trends/wheelveeta.md) - [Chocolate Cheese Treats](https://www.trendhunter.com/trends/velveeta-1.md) - [Outrageously Cheesy Cocktails](https://www.trendhunter.com/trends/velveeta-veltini.md) - [Snack-Inspired Large Artwork](https://www.trendhunter.com/trends/cheetle.md) - [Single-Serve Cheese Condiments](https://www.trendhunter.com/trends/velveeta-unveils-vel2go.md) - [Chocolate Cheese Truffles](https://www.trendhunter.com/trends/truffvels.md) - [Late Night Food Deliveries](https://www.trendhunter.com/trends/velveeta-foodie-call.md) - [Cheesy Americana Diners](https://www.trendhunter.com/trends/cheez-in-diner.md)