The Hippest Cafe in Providence Was Totally Fake
By Vicky Gan
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.