Hellmann's Mayonnaise Unveils Art Gallery Pop-Up with Kareem Rahma

On July 9, art enthusiasts and fans of culinary delights are invited to experience a unique fusion of creativity and taste at “The Art of the Mayoment” in New York City. This innovative exhibition, curated by creator Kareem Rahma, features an array of incomplete masterpieces—each interrupted by the distinct taste of Hellmann’s Mayonnaise. The event will be held at 155 Suffolk Street, offering a fresh perspective on the intersection of art and gastronomy.

The concept of a “Mayoment” is central to this exhibition. According to Hellmann’s, it is a moment when the taste of their mayonnaise is so captivating that it causes everything else to come to a halt. This phenomenon is celebrated through the gallery’s bold, unfinished artworks, which are seen as masterpieces in their own right. The exhibition challenges the traditional notion of completion in art, suggesting that sometimes the pause itself is the true masterpiece.

The Inspiration Behind “The Art of the Mayoment”

Kareem Rahma, the creative force behind the exhibition, describes his inspiration as stemming from a personal experience. “I was halfway through an incredible sandwich—the kind that makes everything else disappear—when it hit me,” Rahma recalls. “That feeling of being totally lost in the moment was the spark. I asked each artist to step away from their work, savor something delicious, and let that joy fuel their creativity. The result is a collection that pays tribute to the magic of a well-timed Mayoment.”

This innovative approach draws on the legacy of pop-artists who have historically found muses in everyday objects, including Hellmann’s itself. The gallery flips the script by asking, what if art stops not due to a lack of vision, but because of a perfectly-timed, perfectly-made burger?

A Celebration of Culinary Interruptions

Jessica Grigoriou, SVP of Marketing, Condiments at Unilever North America, explains the broader vision behind the pop-up. “At Hellmann’s, we know that a truly great moment can stop you in your tracks—especially when it comes in the form of an unforgettable bite,” she says. “With ‘The Art of the Mayoment’ gallery, we’re celebrating those delicious interruptions and showcasing how even an unfinished work of art can tell a bold, flavorful story thanks to Hellmann’s.”

Guests at the gallery will have the opportunity to experience their own Mayoments as they explore the exhibition, enjoying light bites and beverages designed to complement the artistic theme.

Extending the Experience Beyond New York

For those unable to attend in person, Hellmann’s is extending the experience through a social media giveaway. Starting July 10, fans can enter for a chance to win personalized portraits made with Hellmann’s mayonnaise by participating in a contest on Instagram. This initiative is part of Hellmann’s broader campaign to highlight how their products can elevate both culinary and artistic experiences.

The campaign, which spans paid, social, earned, and influencer channels, encourages fans to share their own #Mayoments throughout the summer. “Let Hellmann’s take you away with a bite from the moment, for a moment,” the brand suggests, inviting fans to tag @HellmannsMayonnaise in their posts.

About Unilever and Its Impact

Unilever, the parent company of Hellmann’s, is a leading supplier of a wide range of consumer products, from beauty and personal care to foods and ice cream. With a presence in over 190 countries and products used by 3.4 billion people daily, Unilever’s influence is substantial. In 2024, the company generated sales of €60.8 billion, underscoring its significant role in the global market.

For more information on Unilever and its brands, interested parties can visit their respective websites for the U.S. and Canada. The company continues to innovate and engage consumers through creative initiatives like “The Art of the Mayoment,” reflecting its commitment to both quality and creativity.

Media inquiries can be directed to Tyler Krivich at Edelman via email at [email protected]

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