Damien Hirst has installed an art work in Burget King’s Leicester Square restaurant in an effort to target Olympics tourists, 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 win for the brand, as it attempts to beat its competition of McDonalds, in what Burger King describe as “Britain’s biggest summer of sport.” The full name of the 2 meter piece is Beautiful Psychedelic Gherkin Exploding Tomato Sauce All Over Your Face, Flame Grilled Painting (2003), and has been created using a technique called “spin painting”.
The franchisee Django Fung is apparently a personal friend of Hirst, and commented: “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.”