Brand design agency Vault49 has created a series of murals intended to help Burger & Lobsters stand out in the fiercely competitive Flatiron District of New York City restaurant scene. The murals decorate the walls in the downstairs bar, in the private dining room and above the lobster tank. The downstairs bar mural features a narrative provided by Burger & Lobster around provenance, telling 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. The story appears in this area because the lobsters are housed behind the wall.
A second mural, above the lobster tank at the restaurants entrance, tells the story at the heart of the Burger & Lobster brand – the union of lobster and cow.
And, 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, 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.
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.”
Copywriter on the project was Connor Hall of Denver.