we heart secret love project 2014

Roodehek Street has become synonymous with excellent coffee, amazing food (including the best burgers in town), pretty flowers in tin cans adorning street poles and lots of other good stuff. Now, it is home to the Love Station (see photo above), the epicenter of a very special project, which you can apparently go and kiss for good luck.

Michael Elion, Megan Eloff and Nigel Wood of YARD, and the folks at One Dog Chicken (who did all the videography and editing) have teamed up to transform that most ubiquitous of shapes, the universal symbol of love, the heart, as well as the city, with their Secret Love Project 2014, which is all about spreading the love in Cape Town for World Design Capital 2014. And we’re all invited to join in!

If you are as taken with this project as we are you can get some stickers (see outlets below) and paint the town with hearts. If you have a business you can do the same, or even offer to distribute the hearts from your shop. There will soon be a heart stencil in different sizes too, for house walls, so all you need to do is make contact and they will come and paint one – free of charge! Now that’s love!

Watch the video below, then follow the links to find out more and GET INVOLVED.

More info in their own words:

We are all influenced by the things we see every day; our moods, actions and behaviours are affected by the visual world around us. Is it possible to positively influence the collective consciousness of an entire city through the ubiquitous placement of a commonly understood symbol? A symbol that signifies positive thought processes and is understood across cultural and linguistic barriers.

The heart shape has become an unambiguous symbol of love, globally. It signifies a feeling, represents a mode of perception, and is aligned with positive emotional content. If we notice this symbol everywhere we go in a city, will it influence our perception of the city itself and even change our mood slightly? And could this in turn influence our thought patterns and feelings and possibly influence our actions?

The project operates subliminally but at a conscious level it’s a giant collaboration with a feel-good factor for anyone and everyone who believes in the simple idea of sharing and spreading love. Sticking a heart to your car, or office window or post-box, or front door is simply saying “i like the idea of love in the world and I want to share it”! It amounts to a very small but beautiful act of being human.

Every heart sticker forms part of the artwork, and the artwork itself is a collective feeling, an emotional reaction that this particular shape elicits. If there is any doubt in the validity of the claim of the visual influence of symbols on our consciousness just imagine changing the hearts to swastikas or to the word “hate” and sticking those all over town. The Secret Love Project is an exercise in demonstrating the positive power of symbols (visual language) in human thought and behaviour.

Stickers are currently R5 each. They will hopefully soon be free, but until then you can help to get the project, which is being funded by Michael at the moment, going and to help make it a success. You can buy them at:

  • The Dog’s Bollocks – 6 Roodehek Street, Gardens
  • The Book Lounge – Cnr Buitenkant/Roeland, Cape Town
  • Roeland Liquors – Roeland Str
  • Truth Coffee – Buitenkant Street, Cape Town
  • Lush – St Georges Mall
  • Beleza – Cnr Buitengracht & Burnside
  • Peters House – Kloof nek Road
  • Villa – Buitenkant Str
  • I love my Laundry – Buitengracht
  • Tamboerswinkel – 3 De Lorentz Street, Gardens.

Find out more, here:


The Dog’s Bollocks

Secret Love Project 2014

Dapper Trapper Food Couriers

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