Following the success of her heart balloons in February, Anya Hindmarch will inject an extra dose of happiness into London Style Week this season with a chubby cloud installation at the Whitehall's Banqueting House.
Visitors will be able to sink into the world's biggest beanbag, designed to look like the cloud theme in her autumn/winter 2018 collection, as they look at up at the magnificent 17th century Rubens ceiling - the largest surviving work by the artist still in its original location in Europe.
"Inspired by our Chubby Collection, the world’s biggest beanbag will - quite literally - immerse people in our brand whilst listening to and experiencing things that we love," said Hindmarch today.
In February, the designer who is known for her wit and playfulness, installed giant heart-shaped balloons at famous locations around the capital during London Style Week, a sweet tribute to Valentine's Day.
This season, Hindmarch is back with another spectacle that the public can enjoy. A number of high-profile names - including Claudia Winkleman, Richard E Grant and Poppy Delevingne - will conduct live readings of bedtime stories from the comfort of the cloud. Yana Peel will lead a discussion about body image in art with Marc Quinn and Victoria Sin and lullabies will be sung by the London Gay Men’s Chorus, while Poppy Jamie’s mindfulness brand Happy Not Perfect will host guided meditations.
A Chubby-themed cafe will offer chubby cloud cakes, and a pop-up shop will sell Hindmarch's latest collection, alongside merchandise created for the installation, from cloud-shaped marshmallows to eye masks.
The three-day event will take place from 14-16 September. Ticket prices range from £7.50 to £15 and all profits will go to the Royal Historic Palaces.