Deli Uses Art To Promote Industry

Sally Butcher is using the artist’s ‘One & Other’ project to compare the character of delis, farm, shops and food halls with the homogeneous nature of the multiples.

Usually reserved for statues of kings and generals, Mrs Butcher will occupy the empty Fourth Plinth in London’s Trafalgar Square to fly the flag for niche shopkeepers.

“I’m not claiming to speak for all independents, I just wanted to take this opportunity to give the industry a voice,” she says.

“People are becoming increasingly aware of the importance of local shops so this is a chance to give credit where credit is due,” she adds.

Inspired by Robert Browning’s famous poem, ‘Shop’, Mrs Butcher will change into a series of 30 hats every two minutes to represent the many different jobs retailers do on a daily basis.

Admitting the idea is slightly ‘whacky’ she hopes that it will communicate the myriad of characters in the industry.

“My shop in Peckham is annotated with little notes and thoughts. It could be perceived as facetious but the customers find it fun. Running an independent in today’s market means you’re managing a creative enterprise. The personal touches are part of the experience,” explains Mrs Butcher.

Anthony Gormley’s monument will be in situ until the 14 October, but Mrs Butcher will be taking centre stage this Monday from 3am to 4am.

Blogging live from the site, (www.foratasteofpersia.co.uk) she joins 2,400 others who have used the artist’s work to stage their statements in the city.

“This won’t be a life changing experience, but it’s a great fun fair through which to promote our trade. Being a specialist retailer is something to be proud of,” she says.

The Fourth Plinth is in the north-west of Trafalgar Square, central London. Originally built in 1841 for an equestrian statue, it is now the location for specially commissioned artworks.

To pledge support visit: www.oneandother.co.uk/participants/SallyB