UK domestic abuse charity Women's Aid is sending out an alternative message about Valentine's Day in a campaign through Grey London that combines design and a retail storefront with an interactive element. The charity carried out a survey to find out what really matters to women on Valentine's Day, and found that only one in five women want to receive roses/a romantic gesture.
In response, it created a storefront in Soho where people can choose from a 'Cabinet of Dreams' for an alternative Valentine's gift that has 'true value'. Grey commissioned artists to create nine bell-jar artworks depicting 'money-can't-buy' notions such as 'old-fashioned romance', 'industrial-strength mojo' and 'a stolen moment'. Passers-by can opt to text their partner an image of one of the bell-jars by texting a number next to each item. The virtual piece of artwork comes through to their phone for them to forward on to a loved one as a gift, while the text also generates a donation to Women's Aid.
The artists and collectives who designed the bell jars were Rob Ryan, Kyle Bean, Fred Butler, The Last Tuesday Society, Nicole Mueller, Suck & Chew, Francesca Mair, Marie-Louise Jones and Charlotte Brown. The Cabinet of Dreams is at The FrameStore at 9 Noel St, London W1 until Valentine's Day.