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Fake Restaurant Lura Cafe Takes a Shot at 'Elitist Foodies'

It is a 'statement' art project located in Providence.


In what appears to be a thorough art performance piece, someone has created an incredible fake hipster restaurant in Providence, R.I. It comes complete with a satirical take on overly trendy menus, perfectly manicured Instagram, a bicycle logo, and a minimalist but sassy store front.

A photo posted by LURA (@luraprovidence) on

The faux restaurant makes fun of every pretentious, trendy restaurant. The door lists of the chef as "some hip dude with a mustache and tattoos," who "rides a bicycle" and is "probably friends with David Change, chef/owner of Momofuku." The menu features items like "Le Skinny French Fries" — which are for sharing, of course — that are "fried in coconut oil, served with vegan garlic aioli, and wrapped in authentic New York Times newspaper." There are also dishes such as the "Beigne Fade," which features six assorted cronuts that come in trendy flavors matcha and pumpkin spice.

Called Lura Cafe, which apparently is Swedish for "fool trick, deceive, lure, [or] cheat," the team behind the restaurant explains that the project is a "statement" that is "targeting the rising phenomenon of the elitist subculture of foodies." The statement continues:

"Foodies are a subculture of enthusiastic food and restaurant [pseduo]-connoisseurs. They do not consume mainstream foods or go to fast food restaurants (unless ironically) but instead invest in organic products and spend their paychecks on top-rated restaurants.

They constantly blog all about, and form their social circles around food. They don't just enjoy food; they obsess over where ingredients are produced and the newest gossip about famous chefs. They live on social media to exhibit their extensive knowledge and connoisseurship as well as their well-trained photographic eye for the right filters on Instagram or VSCO when posting images of their meals.

'Lura' is a statement project targeting the rising phenomenon of the elitist subculture of foodies. The project does not criticize foodies per se, but simply highlights food as one platform on which millennials have choose to fulfill their needs for social belonging and validation.

Today's opening is the follow-up of three weeks worth of building a satirical online presence on social media."

Eater has reached out for more info.