Covent Garden has become home to ‘Little Cloud World’, a joyful art installation by FriendsWithYou, transforming London’s iconic Market Building this summer.
Covent Garden, London’s cultural hub, is set to dazzle visitors this summer with its latest artistic endeavour.
The historic Market Building has been transformed into a whimsical wonderland as it hosts ‘Little Cloud World’, a large-scale art installation created by Los Angeles-based artists Samuel Borkson and Arturo Sandoval III, collectively known as FriendsWithYou.
Having Launched on 1st August 2024, this enchanting display marks Covent Garden’s first major public art installation since 2021.
The exhibition promises to bring a smile to Londoners and tourists alike, offering a unique and uplifting experience in the heart of the capital.
A Sky Full of Smiles: The ‘Little Cloud World’ Concept
The ‘Little Cloud World’ installation is a testament to the power of art in creating joy and fostering connection. Over 40 inflatable ‘floating’ clouds, each measuring more than 4 feet in height, fill the South Hall of the Market Building.
These cheerful entities create what the artists describe as a ‘portal into a happy place’.
FriendsWithYou’s vision extends beyond mere visual appeal. The artists aim to spread kindness and cultivate compassion for both people and the planet.
Visitors are encouraged to explore the installation, which serves as a unifying force, bringing people together through shared experiences of wonder and delight.
Samuel Borkson and Arturo Sandoval III, the creative minds behind FriendsWithYou, shared their enthusiasm for the project: “Covent Garden is one of the most iconic areas in London, recognised around the world. We were drawn to the creativity of the area and Covent Garden’s support of independent artists and are delighted to be working with them on our first London commission. With the installation, we’re inviting visitors to play, encouraging them to dream of a better more friendly world that we will create together. We hope it to become a beacon of love and compassion, and we can’t wait to see how people interact and engage with it.”
The Journey of ‘Little Cloud’
The ‘Little Cloud’ character has been a work in progress for FriendsWithYou for the past two decades. It has evolved into a universal symbol of peace and connectivity, embodying a serene joy that resonates across cultures.
The character has been featured in numerous large-scale public art projects worldwide, including appearances in the Macy’s Thanksgiving Parade in New York City and the West Kowloon Art Park in Hong Kong.
FriendsWithYou’s collaborative efforts have also seen ‘Little Cloud’ installations grace cities such as Miami, San Francisco, Las Vegas, and Aspen.
The character’s popularity has led to collaborations with international brands, resulting in limited-edition art objects. Additionally, the artistic duo has worked on several major projects with music industry icon Pharrell Williams.
A Summer of Culture and Entertainment at Covent Garden
The unveiling of ‘Little Cloud World’ kickstarts an exciting programme of summer activities throughout the Covent Garden neighbourhood. With over 200 stores and an equal number of bars, restaurants, and cafes, visitors can look forward to a diverse range of joyful events and experiences.
One of the highlights of the summer season is the live screening of the Olympic Games at the exclusive Olympic Terrace on the East Piazza. Here, guests can cheer on Team GB while enjoying a chilled glass of Pol Roger, immersed in the sporting action displayed on a big screen.
From the historic Market Building and world-famous Piazza to the bustling cobbled streets of Seven Dials, Covent Garden promises an unrivalled series of immersive pop-ups and programming. This summer extravaganza further cements the area’s reputation as Europe’s premier destination for shopping, dining, and cultural discovery.
A Day Out in Covent Garden
Visitors to Covent Garden can plan a full day of entertainment and relaxation. For those seeking a delightful start to their day, the newly opened EL&N Deli & Bakery in the Market Building offers a perfect breakfast spot. Other popular eateries for morning fare include The Breakfast Club, Ladurée, The Ivy Market Grill, and WatchHouse Coffee.
After marvelling at the ‘Little Clouds’ in all their sky-high glory, guests can indulge in world-class shopping experiences. Recent additions to the retail landscape include the flagship store of Axel Arigato on Earlham Street, cult swimwear brand Hunza G on Monmouth Street, Glossier’s flagship townhouse on King Street, and the newly opened UK beauty favourite Elemis on Monmouth Street.
For family-friendly activities, the London Transport Museum offers summer holiday workshops, while The Royal Opera House provides child-friendly backstage tours. Theatre enthusiasts can enjoy memorable performances at one of the many neighbouring West End venues.
To round off a perfect day, visitors can savour dinner and drinks alfresco at one of over 75 restaurants and bars boasting iconic terrace and balcony views. New additions to the culinary scene include HENRI by Jackson Boxer, while established favourites such as SUSHISAMBA, La Goccia, The Petersham, The Barbary, and VyTA continue to delight diners.
Covent Garden’s Artistic Legacy
The ‘Little Cloud World’ installation is the latest in a long line of public realm commissions that have graced Covent Garden. Previous collaborations have featured works by renowned artists such as Alex Chinneck, Jeff Koons, Damien Hirst, and Paul Smith. This commitment to public art further solidifies Covent Garden’s position as one of the most iconic destinations in London and around the world.
Michelle McGrath, Executive Director of Shaftesbury Capital, expressed pride in Covent Garden’s cultural heritage: “We are proud of our cultural heritage at Covent Garden, and our ongoing partnerships with the most exciting trailblazers from the creative world enable us to continuously celebrate this story, whilst championing the positive impact art can have on our iconic destinations as well as our wellbeing. With ‘Little Cloud World’, our aim is to put a smile on the faces of those who visit and enhance their experience of the neighbourhood.”
Supporting Mental Health: Partnership with CALM
In conjunction with the ‘Little Cloud World’ installation, Covent Garden has partnered with the Campaign Against Living Miserably (CALM), a charity dedicated to changing the devastating rates of suicide in the UK.
CALM offers life-saving services, tools, and guides, provoking national conversation and bringing people together to show that life is always worth living.
Throughout the summer, visitors will find multiple donation stations and helpful information about CALM throughout Covent Garden. Additionally, retailers and restaurants across the area will be offering items with proceeds going to the charity, further supporting this crucial cause.
Practical Information for Visitors
The ‘Little Cloud World’ installation at Covent Garden has been open to the public from 1st August 2024 and will run for two months. This free exhibition offers a unique opportunity for visitors to experience world-class art in one of London’s most beloved locations.
For those planning a visit, Covent Garden is easily accessible via public transport. The area is served by several Underground stations, including Covent Garden, Leicester Square, and Charing Cross. Additionally, numerous bus routes stop in and around the Covent Garden area, making it convenient for visitors from all parts of London.
As the installation is expected to draw large crowds, visitors are advised to plan their trips in advance, especially during weekends and peak tourist seasons. The Market Building, where the main part of the installation is located, is open daily, allowing ample opportunity for everyone to experience the ‘Little Cloud World’.
Conclusion: A Summer of Joy and Creativity
The ‘Little Cloud World’ installation at Covent Garden promises to be a highlight of London’s summer cultural calendar for 2024.
By bringing together world-class art, retail experiences, culinary delights, and charitable initiatives, Covent Garden continues to reinvent itself while honouring its rich heritage.
This immersive art experience not only offers a visually stunning spectacle but also carries a powerful message of kindness, unity, and environmental consciousness.
As visitors walk among the floating clouds, they are invited to reflect on these themes and perhaps carry a little bit of that joyful spirit with them as they explore the rest of what Covent Garden has to offer.
Whether you’re a Londoner looking for a new perspective on a familiar place, or a tourist seeking to experience the best of the city’s cultural offerings, ‘Little Cloud World’ at Covent Garden is set to be an unmissable event.
As summer unfolds in the capital, this installation stands as a testament to the enduring power of art to inspire, unite, and bring a touch of magic to our everyday lives.
Images: David Parry/PA Media Assignments
