A series of 16 images, "Holy Grail" questions our efficiency driven Western society and reflects upon how the to-go cup, the holy grail of our time, has come to symbolize ambition, high achievements and the happiness we seek. The work examines the use of the to-go cup as a means of conspicuous consumption and its role as a symbol for elevated social status. Conspicuousness though, is dependent on onlookers thus the city streets become the arena to exhibit our consumption and raise our status.
By portraying people, posing with their coffee-to-go cups, the phenomenon coffee-to-go, as part of an, in many cases, excessive consumption in Western contemporary culture is studied and captured through Google Street View. Despite Street View’s compression of the images and anonymization of faces, the portrayed are still recognizable as successful and enviable people, daily depicted in media - icons of our time - representatives of the higher status and better life we strive for.