Everfresh create a Fitzroy landmark
Who's saying what
Interview with REKA from Everfresh about one of their grandest projects to date, a massive 35 metre mural on a busy Fitzroy corner.
What was the genesis of the project?
We approached Max, the owner of the infamous Nightcat in Fitzroy. He gave us total freedom with theme etc but to include the Nighcat signage. We went through allot of different concepts and sketches. In the end we decided to create a post-card style design featuring the text: "Welcome to Sunny Fitzroy, from Everfresh." Most of our previous productions have
been mainly character based. It's been nice to incorporate letters in our work. It keeps it balanced.
What were some of the obstacles in completing the wall?
The size of the wall would have been the largest obstacle faced. We all got over it pretty fast. I think we are all used to working on smaller walls together that we would complete within a weekend. There were months that we didn't even touch the wall. We even got feedback from impatient public wanting to see it finished. We had a bit of grief from the council too...
Why black, white, grey?
The old mural underneath had this black & white chess-board pattern. We were originally going to use the chess theme as a basis to generate ideas off. We decided to scrap that idea but thought that we should keep the colours the same. We added grey into the equation to allow us to highlight certain elements and create a hierarchy of information. With the exclusion of colour, it has enabled us to be more conscious with the overall design and composition. Being based in Collingwood its natural to keep things Black & White!
Are there any secret stories spelt out in the narrative that you can share?
We have left it open to interpretation. We included a few local icons and Melbourne symbols to tie the Fitzroy theme in. In the end it is a community minded piece and to support Melbourne's greatest postcode.
What are you most proud of?
Actually finishing the wall. We thought it would never get done.
Where does the name Everfresh spring from? What has is come to encompass and stand for?
All of us met through having similar interests. Mainly graffiti and street art. We all decided to come together and create a studio that we could base ourselves out of. We moved into this warehouse in Collingwood that had allot of junk left over from previous tenants. We found this old hand-painted sign saying Everfresh. We later found out that the studio used to be a confectionery factory called Everfresh. When we went out putting our work up on the streets we would put Everfresh up as a joke. As time passed we came to like the name and decided to name our studio after it. The rest is history. It's funny that something that we used as a joke is now a serious part of all our lives.
Location: Johnston St. Fitzroy, Melbourne
Size: 35 metres wide, 5 metres high (approx)
Artists: Reka, Phibs, Rone, Sync, Wonderlust, Tooth, Makatron, Meggs, Prizm
Start Date: Feburary 2009
Finish Date: September 2009
You can view the wall in person along the side of:
The Night Cat
141 Johnston St
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