The Art of the Prank

As marks go, culinary snobs are low-hanging pomegranates. But these anonymous Rhode Island performance artists get points for their attention to detail. (H/t to Dave Pell.)

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The Hippest Cafe in Providence Was Totally Fake
By Vicky Gan
Citylab
October 27, 2015

For a few #blessed days, Lura Cafe was the hottest new restaurant in Providence. The bright, cozy farm-to-table joint hid in plain sight next to a downtown parking lot, steps away from the Rhode Island Convention Center. Lura would be a refuge for diners in the know, serving modern takes on cafe classics””all local, all organic, all certified GMO-free. It was upscale and casual, timeless and avant-garde. It had a vaguely Nordic air of refinement.

It announced itself – as all similarly accoutred restaurants must – with a social media blitz, featuring sans serif lettering, sunny high-angle shots of brunch dishes, even a breathless write-up in the New York Times.

It was also totally fake.

When Lura Cafe “opened” on October 18, visitors were greeted not with avocado toast and bruleed carrots but with a manifesto: “‘Lura’ is a statement project targeting the rising phenomenon of the elitist subculture of foodies.” Beside it, a translation of “Lura” – “Swedish for fool, trick, deceive, lure, cheat, befool” – and a call to arms: #stopfoodies2015.

The satire wasn”™t exactly subtle. In the days leading up to Lura”™s grand opening, the restaurant”™s Facebook page taunted followers with a surreal menu of “home-cut potatoes… wrapped in authentic New York Times newspaper,” “cold brew coffee served… over mineralized water rocks,” and “10x washed quinoa salad.” The quote attributed to Pontus Wikner, “POTS SEIDOOF,” is “FOODIES STOP” backwards. Full story here.

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