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On Saturday 22nd February at the second annual White Night festival, YEAH launched Love MELBOURNE.
The Love MELBOURNE installation promised to inspire and capture the public’s love for their vibrant and dynamic city. Over the course of the night, the sculpture was bought to life as it gradually became covered in over 7000 messages reflecting the diversity of what people love most about the city using iconic Kevron key-tags.
YEAH CEO Alischa Ross said it was a unique opportunity for locals and visitors to collectively build a work that celebrates what we love most about the city.
“Whether its the laneways, the galleries, the excellent coffee or even your favourite pub, we want people to express what makes Melbourne such a great city to visit and to live in” said Ross.
Since its debut at White Night, Love MELBOURNE has reappeared at the Queen Victoria Market where locals and visitors are continuing to declare their love.
From there, Love MELBOURNE sign will make special appearances at select locations across the city at a range of special events and venues.
Later in July YEAH will use the sign to provoke a global cultural exchange, inviting thousands of visitors to take a Love MELBOURNE message home after attending the 20th International AIDS Conference (AIDS 2014). By choosing a key-tag that holds a message from their Melburnian hosts, each delegate will go home with an individual souvenir and Love MELBOURNE will live on in cities around the globe.
Hashtag: #redaware #Melbourne #WhiteNightMelb