Shoreditch was in the news last weekend when the organisers of the ‘Fuck Parade’ pelted the Cereal Killer Café at the hipster end of Brick Lane with ‘paint and cereal’. This must be one of the first times that Cornflakes and Rice Krispies have been drafted in as ammunition in a class war protest against gentrification and the reach of global capitalism!
For those who don’t know, Cereal Killer Café attracted notoriety in the media when it opened at the end of last year. Its unique selling proposition is simple: choose a cereal, put milk (or alternative on it) and an optional ‘topping’. Then hand over a fiver. (To be fair it’s not quite that expensive and there are some imported American cereals along with the Weetabix and Krave.)
The concept was seized upon as an example of the hubris of ironic artiness (quite possibly, even meta-irony where those responsible are making an ironic response to an ironic concept — otherwise known as ‘who’s actually taking the piss out of whom?’). ‘A bowl of Weetos? You’re havin’ a larf mate?’
It didn’t help that the two twin brothers who set up the café had the Shoreditch hipster image nailed: with their bushy beards and tattoos they looked like the archetypical ‘Shoreditch twat’ squared.
The protest’s organisers (if indeed, the protest is organised — this was Shoreditch) have been widely condemned for attacking an independent business that is, at worst, a gimmicky tourist-trap for those with more money than nutritional sense.
The real irony is that, for those who say they want to rally against gentrification and the change in the area’s character, there’s something to properly protest about within fifty yards of Cereal Killer’s doors.
I took the photograph above last week on Sclater Street, which leads from Shoreditch High Street station to Brick Lane — Cereal Killer is in the block behind the mechanical digger. Despite the street art on the hoardings, this space is being turned into a development called The Fusion. The cheapest apartment in The Fusion is a mere £757,500 (you get all of one bedroom for that plus a fitted Smeg fridge). The hipsters in Cereal Killer would need to sell a lot of Frosties to afford to move into one of those.
Not that the developers are targeting the Shoreditch arty set who have created the ‘buzz’ that makes these new apartment blocks so lucrative — if the flats are inhabited at all (rather than kept as empty investments by overseas buyers) their occupants will no doubt be making the 10 minute commute to the heart of the City rather than to some loft studio. (See previous post for more details of developments in the pipeline.)
The very deep excavations that can be viewed through the security fence show the scale of the development — is this for a garage or maybe an underground gym or swimming pool?
It’s this development and the many others like it that represent the threat to the character of the area. As soon as they’re completed, they will radically change Shoreditch in ways that go way beyond gentrification. The developers’ marketing material even contains the following: ‘Shoreditch is becoming more and more affluent and even being labelled as the ‘New Bond Street,’ plus it is a great location for City commuters’.
I took the photo below in May last year on a street art tour. We’re standing on the old car park that has been excavated in the image above — the London Clay that has been the foundation of the area dug up and dumped somewhere else, replaced with an empty void.
The walls of the adjoining building were a popular site for street artists — they’re just about visible now through the security fences but will soon be obscured by steel and concrete. The Shoreditch of my novel is fast becoming history.