Dezeen Magazine

Anya Hindmarch’s Chubby Hearts return to London for Valentine's Day

Anya Hindmarch sends "a love letter to London" with Chubby Hearts installation

A plump red love heart sits snug in between the pillars of Wellington Arch on Hyde Park Corner in London, as part of a returning Valentine's Day installation by designer Anya Hindmarch.

Labelled as her "love letter to London", the Chubby Hearts project sees Hindmarch squash and suspend giant red balloons in the shape of love hearts over famous landmarks in London, as a "declaration of love to the city".

Anya Hindmarch’s Chubby Hearts return to London for Valentine's Day
Hindmarch floated giant red heart balloons over popular spots in London for Valentine's Day last year

After making its debut on 14 February 2018, the designer has relocated a large-scale helium balloon to Hyde Park Corner, where it can be seen wedged in between the mid-19th century Wellington Arch.

"We have been overwhelmed by requests for us to run the Chubby Hearts campaign again this Valentine's Day," said the designer. "So in tribute to our wonderful city London, a single Chubby Heart will appear once again in the iconic Wellington Arch."

The installation will remain in the historic landmark throughout London Fashion Week, which will be taking place from 15 to 19 February.

"I'm delighted to see the Chubby Hearts return to the capital," said London mayor Sadiq Khan. "It sends a clear signal around the world that London is open to creativity and talent, and always will be."

Anya Hindmarch’s Chubby Hearts return to London for Valentine's Day
Last year Hindmarch's Chubby Heart balloons were suspended over London landmarks such as Battersea Power Station

According to the designer, she wanted to bring the same fun and playful nature to the Chubby Hearts project that can be seen in her Spring Summer 2018 collection, which features plump, cartoon-like bags.

Last year, Hindmarch set her love letter floating around London's skyline for the first time, where it could be spotted making an appearance in popular locations including Somerset House and Trafalgar Square's National Gallery.

Four static balloons were placed for the duration of a week at the Ritz, The Dorchester, Wellington Arch and Covent Garden market.

Each day three further helium balloons were suspended across different sites, then deflated and reused in a new location the next day. One of the balloons from 2018 has been reused in this year's installation.

Hindmarch tells us to "watch this space", as the Hyde Park Corner installation marks the beginning of an international Chubby Hearts project that intends to continue throughout the year in cities across the globe.

A previous project saw the designer swap hearts for clouds, as she filled the room of a neo-classical 17th-century building with giant chubby cloud-shaped beanbags as part of an installation for London Fashion Week in September 2018.