At Art in the Middle HQ, we’re big fans of three things: supporting local talent, street art energy and good pizza. So, when we saw this latest collaboration between Pitfire Pizza and UAE-based artist Fatspatrol (Fathima Mohiuddin), we knew we had to check it out.
The Dubai-born pizza brand’s Box Art Programme is back for its 8th edition, and this time, it hits differently. Fatspatrol, known for her large-scale murals, global street art footprint, and bold, unmistakable visual language, brings a fresh energy to the box, putting the artist fully in the driver’s seat.
Since launching in 2017, the Box Art Programme has evolved into a signature part of Pitfire’s identity. Co-founder Michelle Johnson introduced the initiative to reflect the brand’s playful spirit while spotlighting local talent in a city brimming with creativity.
The concept is simple. One artist. One theme. Total freedom. No art direction. No constraints. Just the chance to turn something ordinary into something unforgettable.
This edition's collaboration with Fatspatrol taps into Pitfire’s unofficial mascot, Jerry Garcia of the Grateful Dead. A reference that feels wonderfully left field, it led the artist down a rabbit hole of psych rock iconography and freewheeling ethos. What emerged is a box design that nods to vintage gig posters, with faded neon, warped typography, and a central flame that pulses with meaning.
“The box has always been at the heart of Pitfire. It carries our pizza into people’s homes, but we also wanted it to carry a story. Each year, we look for artists who can capture the essence of who we are as a brand and what this city represents. Fatspatrol’s design captures the freedom, creativity and sense of community that define Pitfire. For us, the box has never been just packaging; it has always been a canvas. Turning something as ordinary as a pizza box into something memorable and meaningful reflects the spirit of who we are,” says Co-Founder Michelle Johnson.
And Fatspatrol delivered.
“Pitfire’s connection to Jerry Garcia and the Grateful Dead immediately spoke to me,” she says. “Their spirit of freedom, community and pure fun mirrors the energy of Pitfire, and I wanted the artwork to capture exactly that. The fire became the heart of the design because it can mean so many things: passion, creativity, strength, or simply hot pizza. My aim was to create something original and a little rebellious, a design that feels alive and sparks joy the moment you see it.”
It’s that energy. Alive. Joyful. A little rebellious. That keeps the Box Art Programme fresh every time. Pitfire isn’t just printing cool graphics on cardboard. They’re building a platform for artists to be seen, celebrated, and shared in the most unexpected of ways.
And we’re absolutely here for it!
Visit: pitfirepizzabakers.com
Hayley is passionate about everything 90s, from art and fashion to music. Her love for glossy, artful coffee table books started early during her days in book publishing and has only grown since. She collects luxury magazines from around the world, enjoys exploring creative workshops around the city, and always chases dinners with a view, preferably by the beach.
