You are here

Look What Jennifer Rubell Did To The Oatmeal

chockyfoodie's picture

The newspaper headline screamed “Look what Jeniffer Rubell did to the oatmeal”. If I recollect exactly, Jeniffer Rubell is one of the Food + Wine's 40 Big Food Thinkers Under 40.   Jeniffer Rubell is a celebrity artist, and writer, who has expressed her views through food.  Her parents Don and Mera Rubell are Miami art collectors. Jennifer is presently based in New York and has been in news for large interactive food installations. This year she bagged the limelight for oatmeal art installation. It is believed that oatmeal art attracted around 4500-5000 visitors. 


Before giving you detailed account of her oatmeal art installation I wanted you to know more about her. I can say that Jennifer Rubell is a celebrity with a difference because she has done many unusual things which showcases her love and passion for food.  Rubell and her family have started series of boutique hotels in Miami. She has authored a cook book called Real Life Entertaining, other than that she has contributed to various travel, food and lifestyle articles in prestigious publications like Vogue, Food + Wine, and the Miami Herald’s home and design magazine. The oatmeal art installation shot her into global limelight, but Rubell is involved in a breakfast project at the Rubell Collection for Art Basel since 2001. Some of the popular food exhibitions include Reconciliation at the National Portrait Gallery in Washington DC. During this exhibition: a plywood board table was adorned with hundreds of loaves of bread. Guests weren’t directed how to go about it, but if they wanted to taste it then they had to separate the bread from each other. She also conducted another noticeable food installation before this oatmeal art, which was an edible padded cell of 1,800 cones of cotton candy.   Rubell says that her installations are always participatory and her art gets eaten too.  Rubell is always curious about the leftovers. She said "Sometimes there's waste and sometimes there's not. I think waste is an interesting subject. Usually there's not more waste than if it was standard dinner, but the waste is a lot more visible and offensive. There is a lot of waste in the world, and it makes people think about it."


Coming to the present times her oatmeal art exhibition titled “Just Right” was held at the Rubell Family Collection gallery in Miami. This oatmeal art project was inspired by a fairy tale character Goldilocks. Justifying her work Rubell says “I was interested in referencing a story in which a house was a central character, and so of course I thought of Goldilocks’.  The project required the participants to prepare their own bowl of oatmeal using the given ingredients.  The oatmeal art was installed in a five-bedroom, 1,300-square-foot semi demolished cottage situated behind the gallery. To get into the oatmeal art project the guests were asked to step through a hole, which was punched through the wall of a building. Once inside they had to walk through a courtyard to reach the yellow house where the project was arranged. Each room of the house had different installations, some stacked porcelain bowls, some crock pots, some pile of stainless steel spoons, crock pots of Rubell’s Oatmeal recipe, brown sugar packets and pile of mini boxes of raisins.  In the final room there were two refrigerators of milk.  Rubell wanted guests to prepare their own version of the “Just Right” breakfast. Rubell wanted her guests to respond to the expression "What if Goldilocks were an artist?"


“Just Right” was held from December 1-December 5, 2010 at Rubell Family Collection at 95 NW 29th Street. The event was free and every day it was conducted between 9 AM till Noon.


Please visit this space to know more about Rubell’s future food installations. 


Image courtesy:

Rate This

Your rating: None
Average: 3.9 (2 votes)
Look What Jennifer Rubell Did To The Oatmeal