Power Station Hosts Launch of Chubby Hearts
Battersea Power Station hosted the launch of British fashion designer Anya Hindmarch’s public design project, Chubby Hearts, which saw a giant inflatable red heart fly between the iconic chimneys.
Starting on Valentine’s Day, and continuing on as a celebration of London Fashion Week, giant Chubby Heart balloons will be suspended over (and sometimes squashed within) famous London landmarks and prominent locations across the city as a love letter to London.
Part inspired by the iconic Pink Floyd Animals album cover which saw an inflatable pig, named Algie, fly between the chimneys, the Power Station was selected as the launch location by the leading fashion brand ahead of the building’s transformation into a new global retail and visitor destination.
The balloon floats above Circus West Village at Battersea Power Station, the first element of the £9 billion masterplan, which is now home to a thriving community of people who live, work or come to enjoy the many new restaurants, cafes, bars and cultural events on offer at this new riverside quarter.
The Mayor of London, the British Fashion Council, the City of Westminster, Councils, Landowners, Businesses, Districts and the Civil Aviation Authority have all come together to create the project.
Anya Hindmarch said:
“The idea for this project came to me whilst sitting in a packed Royal Festival Hall. I was in awe of the resilience of Londoners and its visitors. Tying giant helium filled Chubby Hearts on to buildings all over the city is simply a ‘surprise love letter to London’ as a tribute to its strength and to celebrate our amazing creative city.”
Rob Tincknell, CEO of Battersea Power Station Development Company, said:
“Battersea Power Station is one of the most iconic buildings in the world and is a great place to launch a campaign celebrating London. The building has become synonymous with culture, having appeared in so many films and music videos over the years. It is not the first time the chimneys have played host to an inflatable, having famously had the Pink Floyd pig float above the building so it’s great to re-create this iconic moment in support of Anya Hindmarch’s campaign.”
The Mayor of London Sadiq Khan said:
“As London Fashion Week showcases the capital to the world, these huge heart balloons animating our great spaces and architecture will show once again that London is open to talent and creativity and gives it a warm welcome.”
Councillor Robert Davis MBE DL, Deputy Leader and Cabinet Member for Business, Culture and Heritage at Westminster City Council says:
“The City of Westminster is already the beating heart of our great capital and the home of London Fashion Week, so it is entirely apt we are celebrating this with a striking display from one of London’s most foremost designers. Love is traditionally in the air on Valentine’s Day, and will be quite literally over our many famous landmarks as the inflatable chubby hearts rise into the air for the day. What better way for Londoners and our many visitors to celebrate our love for the capital and the West End.”
The first completed phase at Battersea Power Station offers a glimpse into the future of this exciting new town centre and demonstrates that at last, after so many years of uncertainty, this landmark building and surrounding area will become a new community hub.
When the iconic Power Station building reopens its doors in 2020, not only will it be a vibrant place to live and work, it will also be a new world-class shopping destination for London. The first phase of retailers opening within the Power Station will be announced later this year.