Plant-based food brand Alpro has enlisted the services of artist Itaewon to design a mural on Hanbury Street in Spitalfields to promote its range of coffee products.
Titled ‘Early Birds’, the work is based on Edward Hopper’s iconic 1942 painting ‘Nighthawks’ and celebrates the vibrancy and innovation of the East London coffee scene.
Created and amplified by Freuds Group, the mural is set to be on display until 1 November, the brand’s mural measures 19 metres by 5.6 metres and is intended to represent a ‘reimagining’ of modern coffee culture inspired by the baristas and fashionistas of Brick Lane.
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“We know how important coffee is to us Brits so by merging the timeless appeal of classic art with the contemporary coffee culture, we’re creating an experience that resonates with today’s coffee lovers,” Alpro head of marketing, Zoe Gardner said.
“Our Barista range is all about delicious flavours and a variety of plant-based ingredients, and this mural reflects our dedication to café culture and offering something unexpected and delightful during the daily grind, whilst providing a moment to reflect with your delicious cup of coffee.”
The out-of-home work will even feature a QR code giving passers-by a chance to claim a free Alpro Barista product in-store. The installation itself was inspired by research that found that three in four Brits considered coffee an important part of their daily routine.
