Snapchat And El Pollo Loco Is Using Augmented Reality To Let People Revisit Lost Murals In Los Angeles
For National Hispanic Heritage Month, El Pollo Loco is paying tribute to lost Latino heritage in Los Angeles by restoring a series of murals across the city. Through the power of Snapchat and augmented reality, the California-based food chain is teaming up with Warren Brand, a curator and board member of Mural Conservancy of Los Angeles, to have users go to five blank walls in Los Angeles where iconic murals used to be. There, you can open the Snapchat app, tap on the background to prompt the World Lenses feature and point your phone at the wall. Users will then see a mural that was once located there come to life on their phone screen. The various five mural locations can be found by visiting the website Lostmuralsla.com.
“We wanted to pay tribute to our Hispanic heritage and Los Angeles roots by preserving the lost Latino artwork and culture for a new generation to experience,” says Bernard Acoca, President and Chief Executive Officer at El Pollo Loco. “For us, this is more than just a moment in time, this is part of our continued commitment to serve the communities that molded and influenced our company.
The campaign is more than just a showcase of cool technology but a way to educate and spread awareness on an issue many might not be aware of.
Los Angeles has a deep and profound history when it comes to murals. During the late 1960s and ’70s, Latino artists took to walls to express views on political and social issues, including student uprisings and civil rights struggles. This coincided with the Chicano Pride movement during that period that flourished in East LA and the San Fernando Valley.
With all this explosion of creativity happening, LA would be referred to as the “mural capital of the world,” with an estimated 2,500 murals up on city walls during the height of this movement. Then, they started disappearing. According to El Pollo Loco, “Around 60 percent of murals in Los Angeles have vanished due to whitewashing, censorship, carelessness, or a lack of resources for preservation.”
This was reason enough for the company to bring awareness to this and celebrate the legacy of these murals. Murals are also a part of the history of El Pollo Loco as the food-chain had it’s start in LA and has a mural of it’s own at it’s first store.
“Los Angeles, one of the greatest mural capitals of the world, has seen an estimated 60 percent of murals vanish experts say,” Acoca said. “Because Los Angeles has been our hometown since 1980 and is the city that inspired the soul of our brand, we want to honor it and our mutual Hispanic heritage.”
In this spirit, El Pollo Loco will also be restoring some murals of their own, including one at its original location.
While the campaign will run through October 15, El Pollo Loco will be making some permanent fixtures on LA city walls. To ensure that this restoration of murals survives, the company will be donating its own storefronts as canvases to new murals.
“El Pollo Loco is paying homage to its heritage and the art that was once on Los Angeles’ walls by donating storefronts as the canvases to new murals. The first mural will be painted on El Pollo Loco’s original restaurant location on Alvarado Street, which since opening in 1980 has featured an indoor mural depicting life in Sinaloa, Mexico, the childhood home of the company’s founder,” Acoca said.
For LA-based muralists Juan Hector Ponce and Hector “Hex” Rios, this campaign is personal to them as some of their work was once erased due to whitewashing. They both were contacted by El Pollo Loco to be a part of the project and help recreate some of their past work. Ponce and his son will be recreating a storefront as part of the campaign that will be a permanent fixture. He says that he is confident that a new generation will take a lot from this campaign and be able to lead a new era of murals in the city.
“The new generations, with use of technology and the internet, are stronger than previous generations. And those of us older painters still left are proud to see them create,” Ponce said. “While it saddens me that at times people don’t appreciate the beauty of our walls, it serves as a reminder of how important it is that we as a community continue painting more of them.
You can find the digital murals at the following locations:
“Nuestra Gente es Linda y Poderosa” – 2841 Boulder Street, Los Angeles
“Hex BBOY” – 417 East 15th Street, Los Angeles
“SK8 Still Lives” – 7753 Melrose Avenue, Los Angeles
“Migration” – 1262 South Lake Street, Los Angeles
“Zapata” – 2000 W 6th Street, Los Angeles