Love Melbourne Comes to Queen Victoria Market

As part of the second annual White Night Melbourne event, Youth Empowerment Against HIV/AIDS (YEAH) and their Love MELBOURNE installation promises to inspire and capture the public’s love for their vibrant and dynamic city.

The young team from YEAH are inviting the public to transform giant letters spelling out MELBOURNE into a living sculpture celebrating the city.

Commissioned by White Night and positioned in front of Melbourne Town Hall, the Lovekeys
MELBOURNE sign will gradually become covered in thousands of messages reflecting the diversity of what people love most about the city. YEAH’s team will have over 6000 colourful Kevron key-tags available for people to write down what they most love about Melbourne and then click it into place on the letter of their choice.

YEAH CEO Alischa Ross said it’s a unique opportunity for locals and visitors to collectively build a work that celebrates what we love most about the city on one of the most creative nights of the year.

“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. “Established in 1952 and named after the founder’s two sons Kevin and Ron, Kevron key-tags are iconicly Australian and we thought couple with YEAH’s uniquely Australian youth led approach to engaging the public in positive health messages just seemed like the perfect fit for this project.”

After its debut at White Night Melbourne, the Love MELBOURNE sign will reappear making a new home at the Queen Victoria Market where locals and visitors alike can keep sharing messages of love.

From there, the 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.

‘From White Night to the Queen Victoria Market, there are just so many possibilities where the Love MELBOURNE sign could reappear in the future. We hope Love MELBOURNE will become an iconic public art installation not only for Melbournians but also for visitors to our city for years to come.

To find out more about Love MELBOURNE and where it might appear next across the city visit or follow

Upload your Love MELBOURNE messages and pictures to:
Twitter: @VicMarket & @YEAH_au
Hashtag: #VicMarket #redaware #Melbourne #inbetweenMelb