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The Hippest Cafe in Providence Was Totally Fake

It was an art project satirizing the exclusivity of foodie culture.
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Lura

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.