A love letter to London, a thank you for being strong and resilient
“The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoner’s and its visitors”, shares Hindmarch on her reasoning for the project. “Tying giant helium filled Chubby Hearts onto buildings all over the city was simply a ‘surprise love letter to London’ as a tribute to its strength and resilience.” The West End welcomed Chubby Hearts to Piccadilly Circus, Leicester Square and St James’s.
Anya went on to discuss how she chose the locations of each balloon stating “there was no agenda for the locations of the balloons other than giving Londoners and visitors a really lovely surprise. As soon as I told my idea to a friend everyone jumped on board and wanted to be a part of it.” Hindmarch goes on to talk about being directed to London BIDs.
“It’s amazing how everyone comes together with BIDs and councils, they are collaborative, supportive and completely brilliant!’
On the technical side behind the planning and permissions a number of health and safety checks were carried out and approved to ensure the safety of Londoners and London visitors. Due to the storm warnings, the first day of the campaign welcomed ‘squashed’ balloons which were then replaced with fully inflated balloons on Thursday 15 February.
“When I watched the first balloon go up it was quite emotional – really uplifting and incredibly magical.”
Anya Hindmarch Chubby Hearts design project was displayed on the Piccadilly lights iconic curve at 7:20pm on Valentine’s Day and attracted a crowd of friends, lovers and passers-by. Anya attended with her colleagues and husband of 22 years.
In each issue, we ask our Guest Contributors where their ‘best kept secret’ in the heart of London’s West End is, to discover and rediscover the hangout hotspots on our doorstep. When we asked Anya she shared her love for architecture and history.
“Unlike many, I like to look up and appreciate the buildings. The West End is what people know as ‘Central London’ you have the completely modern and ground breaking next to something really iconic- I find it intoxicating. I particularly love St James’s church, it’s a magical little space where you can step out of the world.”
Anya Hindmarch is a British Fashion Designer whose inspiration came from her new collection which feature a chubby heart designed as fun and cartoon-like.