Paulaner Brauhaus on the Bowery Trying to Boost Image with Mural by Beau
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Paulaner Brauhaus is doing everything under the sun to stay alive. Its desperation is as clear as the new dual-hued mural painted to its exterior. That kitschy chalkboard paneling installed after the most recent reboot was just overwritten with some artwork by Beau. The street artist spent the last few days decorating. Design and color scheme are admittedly attractive to the eye, so if this doesn’t help bring in the masses…
The Little Italy Street Art Project helped coordinate the effort. This is the second Bowery mural for the popular curators in the last three months (remember Shepard Fairey).
The road is continually a rocky one for Paulaner. 265 Bowery was heralded as the proud American flagship for the German beer brand. Instead, the establishment is struggling to find a foothold. Rudy Tauscher – the man who helped bring the brewery to the Bowery – left the business. Then the establishment closed last spring to make the place feel less like an Applebee’s or other such mall grazing ground.