In pictures: Julius Meinl's poetic tree installation pops up in London


Vienna-based global coffee brand Julius Meinl landed its Poet-Tree: A Thousand Voices installation within London's Finsbury Avenue Square on Wednesday (19 April).

The tree was complete with red branches, and hundreds of poems written by consumers as part of the brand’s recent Pay With A Poem campaign hung from the tree like leaves.

Passers-by were invited to stop off at the tree throughout the day, to pick up a poem as well as share their own handwritten words. 

The company’s global brand ambassador, Scottish poet Robert Montgomery was on hand throughout the day to talk with consumers. His poem was scrawled on a billboard next to the tree, and it was illuminated with LED lights at night.

Julius Meinl’s now annual Pay With A Poem campaign sees the brand swap coffee for currency, by inviting customers to pen a handwritten poem in exchange for a free beverage on World Poetry Day.

In another extension of the initiative, this week will also see poems placed on a bridge over the Navigli river in Milan, Italy.

Devries Slam worked with the brand to execute the campaign across more than 30 nations this year.

Marcel Löffler, CEO at Julius Meinl said: "Last year was a pivotal year for the brand. We launched Pay With A Poem globally, and it received a hugely positive reception. The campaign proved that there was an overwhelming appetite for poetry, even in today’s world.

"This year we are continuing to push the boundaries to inspire an increasing number of people with coffee and poetry, and in turn make Pay With A Poem even bigger."

Helena Bloomer, managing director at Devries Slam added: "Similarly to Julius Meinl, we are committed to keeping culture alive. Julius Meinl is a world leader in the coffee sector and working with them on their successful Pay with a Poem campaign combines our two loves – coffee and culture.

"As a global boutique agency we’re fully equipped to roll out a multi-layered PR programme making the campaign famous – once again."

A Japanese blossom installation by whisky brand Suntory is currently in situ at Roka's Charlotte Street outpost, in celebration of the nation's annual blossom season.

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