Poet-Tree: A Thousand Voices will be unveiled on 19 April at Finsbury Avenue Square, and ties in with the brand’s Pay With A Poem initiative, which was held last month.
The campaign invited consumers to pen a poem in return for a free coffee or tea on World Poetry Day, and the installation will comprise a selection of these poems, written by customers from around the globe.
The submissions will hang like leaves from the tree, and Montgomery’s poem will be lit up in LED lights.
Members of the public are being invited to stop off and view the display between 7am and 5pm on the day, as well as add their own poem to tree, and take one away with them.
The activity will extend beyond the UK. During the same week that the installation is unveiled in London, Julius Meinl will be placing thousands of poems on a bridge over the Navigli river in Milan, Italy.
A total of 34 countries spanning 1,294 locations took part in the brand’s Pay With A Poem campaign, which is now in its second year.
Devries Slam is handling PR for the event, meanwhile McCann Bucharest is working as supporting creative agency.
Marcel Löffler, CEO, Julius Meinl said: "Our brand heritage is firmly rooted in the Viennese coffeehouse culture – which has always been a space for creativity and innovative engagement.
"Partnering with Robert Montgomery, who has been inspired by the poems written by ordinary people who paid for their coffee with poetry, provides us with a unique opportunity to showcase the symbiotic relationship between coffee and creativity."
Montgomery added: "I’ve embarked on this journey with Julius Meinl to see if together we can make poetry a dialogue with the public. My work is all about bringing the interior voice of poetry into urban space and amplifying it in the real world."
"This is a special opportunity to be able to create a piece of art which represents thousands of different voices and collectively celebrates creativity and poetry."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.