CHUBBY HEARTS OF LONDON

A plump red love heart sits snug inbetween 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.

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."

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.

Images via Dezeen