Busaba Eathai ‘Hoxton hoarding project’
We were really excited to work with the Busaba team to help launch their first restaurant in East London. Our concept to tie the restaurant into its surroundings (which is part of an ongoing project we are working with Busaba on) is based around finding the 'local' around each restaurant.
For the launch of the East London restaurant which is situated in the heart of trendy Shoreditch; we worked with 5 key groups and people who are all very active in the area.
We used the imagery from the acclaimed food photographer Jason Lowe and made a feature of the axiom 'GanGinGanYuu'; that translates as 'you are as you eat'. This initial exhibition was followed by an installation featuring our sister company HigginsonHurst and an incredible array of talented illustrators. This led onto an installation with the very active and incredibly impressive Very Nearly Almost street art magazine. They documented key moments and areas around the neighbourhood of the much anticipated restaurant. We then completed the run of exhibitions with a showcase of our own Big Antidote project, a pass-the-pen narrative where one illustrator tells a section of story. We invited (and selected) the next section of the story based on the incredible responses we received while the story was featured on the hoarding project.
The process was documented by the incredible team at Studio SRK who made sure we had great photography and video footage. The short video was screened at an incredibly busy opening.
The project received an incredible amount of press; including a feature inside The Independent and being featured in the Global Innovation Report.