Image: Bree Street heart from Facebook Secret Love Project

Image: Bree Street heart from Facebook Secret Love Project

As a social engineering experiment and part of the World Design Capital events, the Secret Love Project 2014 was conceptualized and initiated by Elion to raise positive collective consciousness through the pervasive application of a universally understood symbol – the heart.

The project, inspired by Derren Brown, uses the heart shape because it is an unambiguous global symbol of love. And as we are all undoubtedly affected by the visual world around us, why not signify and represent a symbol aligned with positive emotional content? Basically, Elion is literally trying to spread the message of love to make us happier people for it. And how fitting, as today is the United Nation’s International Day of Happiness.

There’s something very sweet and inviting with sticking a heart on your bedroom window, office door or car window to say ‘I like the idea of love in the world and I want to share it.’ The Secret Love Project 2014 started on the 12th February and finishes this Saturday, the 22nd March, with the hopes that the art will live on in the streets of the city. Check out more from Elion from one small seed here.

Words Gosia Podgórska

Image: Kloof Street heart from Facebook Secret Love Project

Image: Michael Elion’s Gold Tooth from Facebook Secret Love Project 2014

Image: Love in Khayelitsha from Secret Love Project 2014