Alias Celebrates 10 Years with New Storefront Mural

Alias Restaurant at 76 Clinton Street spent the month of March celebrating ten years in business on the Lower East Side. As part of the anniversary festivities, the popular local eatery hosted special events such as guest chef nights with kitchen alumni and a red-hued re-imagination of the corner anchor storefront.

Considering we’re now amidst the Chinese year of the dragon, this colorful new facade of scales is particularly fitting. That’s apparently just a coincidence, though. Ownership apparently intended to complement the fading building murals left over from the Across the Universe movie shoot six years ago.

Meanwhile, the Daily News followed up with an article about Alias in the food section yesterday. Some notable excerpts:

To that end, Alias has made a name for itself by helping local charities — last year’s Easter “EggNite” event benefited Mark DeGarmo & Dancers programs in lower East Side schools.

And it has what it calls the Alias Zip Card.

Aimed at diners who live or work in the 10002 zip code, card holders get discounts, including 10% off meals during the week and 5% off on weekends.

Fifteen other stores in the area have embraced the idea and now offer similar incentives.

“It’s still known as the Alias Zip Card, so it’s sort of good for us,” says [co owner Tony] Powe. “We’re putting in a lot of extra work to create some neighborhood business, which keeps people shopping.”

And not to be outdone, Cibao Restaurant across the street updated its facade on Easter Sunday…