Burger & Lobster Murals in New York’s Flatiron District|海报/平面|广告营销案例【ADGuider广告指南】

纽约熨斗区的汉堡和龙虾壁画

案例简介：Burger & Lobster揭示了由品牌设计机构Vault49创作的一系列壁画，以帮助纽约餐厅在Flatiron区脱颖而出，那里的食客竞争非常激烈。壁画将餐厅与其位置和核心产品联系在一起-优质汉堡和野生新鲜的大西洋龙虾。这项工作展示了艺术如何帮助传达餐厅的品牌故事和个性，同时在拥挤的市场中实现差异。对手工汉堡和龙虾的热情是一家连锁餐厅，在世界各地的特定城市设有门店。Flatiron餐厅正在翻新其空间，并希望当地艺术家帮助其与位置建立联系并讲述其品牌故事。Burger & Lobster的共同所有者弗拉基米尔·鲍罗丁 (Vladimir Borodin) 表示: “Vault49的才华横溢的艺术家和创意团队对视觉叙事充满热情，我们知道他们会将他们的真实风格带到我们想要讲述的历史和故事中，以点燃我们品牌精髓的方式。”“他们对工艺的热情向我们表明，他们以最简单的形式理解了质量和创造力的重要性，使他们成为完美的创意代理合作伙伴。” 现在，通过艺术壁画讲故事来装饰楼下酒吧，私人餐厅和龙虾水箱上方的墙壁。楼下的酒吧壁画以汉堡和龙虾在出处周围提供的叙述为特色，将其与龙虾公寓墙相连。它讲述了龙虾从缅因州到餐厅的旅程。艺术品激发了壁画的提升风格，而缩减的背面调色板具有单一颜色，并带有Burger & Lobster品牌红色的口音。这个故事在这个地区有特色，因为龙虾被安置在墙后。入口处的龙虾罐壁画讲述了Burger & lobster的核心故事-龙虾与牛的非凡结合-将成分提升为叙事的英雄。楼上的一间小私人餐厅展示了城市奶牛场景壁画，其中包含供游客发现的元素。这幅壁画的公开摘要使团队有机会围绕新牛城和风格发展一个故事，将纽约的出租车，地铁和水塔的图像编织在整个作品中，并给他们一个牛的转折。精简的调色板适合空间的大小及其在私人活动中的用途。该项目的撰稿人是来自科罗拉多州丹佛市的Connor Hall。Vault49执行创意总监约翰·格拉斯哥 (John Glasgow) 说: “当Burger & Lobster要求我们为该网站创作壁画时，我们感到非常高兴，我们喜欢在视觉上将社区编织成餐厅的品牌故事。Flatiron区是一个创意社区，纽约一些最好的创意机构选择将他们的工作室设在这里，所以这是Vault49的绝佳机会，因为我们的工作室就在附近。“对于我们所有人来说，包括我自己和联合创始人乔纳森在内的艺术家来说，能够让我们的手沾满油漆也很重要，他们都是从街头艺术家开始的。”“我们必须考虑的一个因素是，团队需要在餐厅开放时间绘画，这在照明和有限的空间方面带来了一系列新的挑战，但我们把它变成了一种令人兴奋的体验，让食客在用餐时观看壁画的形状，创造惊喜和喜悦的元素。"

纽约熨斗区的汉堡和龙虾壁画

案例简介：Burger & Lobster reveals a series of murals created by brand design agency Vault49 to help the New York restaurant stand out in the Flatiron District, where competition for diners is fierce. The murals connect the restaurant with its location and its core offering – prime-cut burgers and wild, fresh Atlantic lobsters. This work shows how art can help to communicate a restaurant’s brand story and personality, while achieving a point of difference in a crowded market. Passion for craft Burger & Lobster is a chain of restaurants with outlets in select cities around the world. The Flatiron restaurant was renovating its space and wanted a local artist to help it connect with its location and tell its brand story. Vladimir Borodin, Co-owner, Burger & Lobster, says: “Vault49’s team of talented artists and creatives have a passion for visual storytelling and we knew they would bring their authentic style to the narrative we wanted to tell around our history and story in a way that ignites our brand essence. “Their passion for craft signaled to us they understood the importance of quality and creativity in the simplest of forms, making them the perfect creative agency partner.” Storytelling through art Murals now decorate the walls in the downstairs bar, private dining room and above the lobster tank. The downstairs bar mural features a narrative provided by Burger & Lobster around provenance, connecting it with the lobster condo wall. It tells the story of the journey the lobsters take from Maine to the restaurant. Artwork inspires the mural’s elevated style and a pared back palette features a single color, accompanied by an accent of the Burger & Lobster brand color red. This story features in this area because the lobsters are housed behind the wall. And a lobster tank mural at the entrance tells the story at the heart of Burger & Lobster – the extraordinary union of lobster and cow - elevating the ingredient as the hero of the narrative. Upstairs a small private dining room showcases an urban cow scene mural with elements for visitors to discover. An open brief for this mural gave the team the chance to develop a story around New Cow City and style, weaving New York imagery of cabs, subways and water towers through the piece and giving them a cow twist. A pared back color palette lends itself to the size of the space and its use for private events. The copywriter on the project was Connor Hall, from Denver, Colorado. John Glasgow, Executive Creative Director, Vault49, says: “We were delighted when Burger & Lobster asked us to create murals for this site and we loved visually weaving the neighborhood into the restaurant’s brand story. The Flatiron District is a creative neighborhood with some of the best creative agencies in New York choosing to base their studios here, so it is a wonderful opportunity for Vault49 to contribute as our studio is close by. “It’s also important for us all as artists, myself and co-founder Jonathan included, who both started out as street artists, to be able to get our hands covered in paint. “One factor we had to consider was the team would need to paint during the restaurant’s opening hours which created a new set of challenges in terms of lighting and limited space, but we turned it into an exciting experience for diners to watch the murals take shape as they dined, creating elements of surprise and delight.”