"All I want for Christmas is... JOY" by JOY Bomb London
Plug back into JOY.
That's all we want. That's all you'll get.
This December, JOY Bomb London (by artist Amy Broch) invites Londoners to peel themselves away from the cold, grey streets and heavy skies of 2020, to press their noses against the warm glass of the JOY Bomb purple pocket of the universe.
“JOYcember is a special time when doubts and fears are melted away with love and hope and.....balloons!’’ - Amy Broch, Creative Director of JOY Bomb London.
This limited-time-only pop-up art installation by JOY Bomb on London's prestigious Brook Street, home of Illuminate Productions, offers a welcomed break from reality. It's blueberry spirit, and helium-light delights whisk the viewer away to a friskier place: a world where fruity desserts nestle into pink and purple fur, balloons are super-sized, and lilac reigns supreme.
Evoking a feeling of happiness, “All I want for Christmas is... JOY" complies with the social distancing measures expected to be in place across London throughout December. Offering locals the chance to step outside their homes and experience a multi-sensory art installation exploding with holiday spirit. Drawing inspiration from childhood nostalgia, pop culture, and the irreverent contents of Broch's shimmering candy- coated brain, this pop-up encourages the public to connect and enjoy a little silliness and laugh away the worries that 2020 brought them.
The installation itself can be viewed from the street at all hours, while on Friday and Saturdays, live actors will bring the installation to life, engaging but not touching the public all at a safe distance of 2m. Kitted out in their JOY Bomb attire, they embody all things JOY Bomb in human form, furthering the artist's message of Joy during this holiday season like no other.
About Amy Broch & JOY Bomb London
After Broch's husband Sean's 2018 ALS diagnosis. The couple began exploring every treatment available in order to treat and slow the progression of the disease. Learning that happiness was linked to better treatment outcomes and longevity for ALS patients was a big moment. Suddenly, the colourful, playful installations Amy had been creating and experimenting with for years had a greater significance. The drive behind each multi-sensory installation to date is to make the memorable moments happy ones. Proceeds from every installation support the Healey Center for ALS in memory of Sean, who passed in May of 2020. It is the largest hospital-based research program in the world and supports early stage trials of promising ALS treatments.
