Burger King borrows Damien Hirst artwork to lure Olympic visitors

Flame Grilled: Damien Hirst work is on show at Burger King in Leicester Square
Flame Grilled: Damien Hirst work is on show at Burger King in Leicester Square

Burger King will display Damien Hirst's 'Flame Grilled' work of art in its Leicester Square restaurant as it seeks to target tourists visiting London for the Olympics.

The Whopper-maker expects thousands of visitors to view the artwork for free, during what Burger King is labelling "Britain's biggest summer of sport".

The work has been installed and will be on display until at least the end of the year.

Hirst's loan of the artwork to Burger King is a big coup for the brand, as it attempts to achieve cut-through as rival McDonalds blitzes the public with marketing messages as part of its sponsorship of the London 2012 Games.

The full name of the piece is 'Beautiful Psychedelic Gherkin Exploding Tomato Sauce All Over Your Face, Flame Grilled Painting 2003'.

Burger King claims the last part of the name is particularly apt, given the fact it flame-grills its beef burgers, a cooking method it often draws attention to in its advertising.

The art has been created using a technique called "spin painting" and measures two metres in diameter.

It will be displayed in the upstairs dining area of the 200 -eat restaurant, protected by reinforced glass.

The Leicester Square 'Flameship' restaurant has been redesigned to showcase the brand's flame-grilling cooking method.

Jo Blundell, Burger King UK marketing director for UK and Ireland, said: "Our new Flameship restaurant marks a period of continued growth and innovation for the Burger King brand.

"All of our new-look restaurants will provide a more modern experience to enjoy the great taste of our flame-grilled burgers."

Leicester Square franchisee Django Fung is a personal friend of Hirst, according to the brand.

Fung said: "I love the novelty of Damien's artwork being in such an unexpected place. Art should be accessible to everyone, especially in such a busy summer, and putting this painting in our new-look Burger King restaurant in such a high-profile location does just that."

Follow Matthew Chapman at @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message