ALPRO NIGHTHAWKS LONDON

Alpro, a plant-based beverage brand, has unveiled a mural entitled "Early birds" on Hanbury Street in Spitalfields, London.

The artwork, inspired by Edward Hopper's Nighthawks painting, celebrates Alpro's Barista range by reimagining modern coffee culture.

The mural, measuring 19 metres by 5.6 metres, was created by local artist Itaewon.

It is intended to capture the energy of East London’s coffee scene, featuring trendy baristas and fashionistas from the Brick Lane area.

The artwork invites passers-by to pause and enjoy their morning coffee, reflecting Alpro’s focus on making daily coffee moments special.

Visitors can also interact with the mural by scanning a QR code for a chance to claim a free Alpro Barista product in-store.

Itaewon described the piece as a blend of classic art and modern coffee culture, aiming to encourage people to appreciating the small joys, "like a delicious cup of coffee".

The installation comes as a study by Alpro Barista found that 75% of Brits considered coffee an important part of their daily routine, with London ranking fourth among the UK’s "most caffeinated cities".

Zoe Gardner, head of marketing for Alpro, said: “We know how important coffee is to us Brits so by merging the timeless appeal of classic art with the contemporary coffee culture, we’re creating an experience that resonates with today’s coffee lovers.

“Our Barista range is all about delicious flavours and a variety of plant-based ingredients, and this mural reflects our dedication to café culture and offering something unexpected and delightful during the daily grind, whilst providing a moment to reflect with your delicious cup of coffee.”

The campaign was created and amplified by Freuds Group including Freud Communications and Lawless as part of the Alpro integrated campaign.

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