Social distancing - say it with flowers

As New Zealand celebrates the freedom that comes with COVID-19 level 2 we’re still being reminded to keep our distance from strangers. Two metres remains the gold-standard.

In the British town of Leamington Spa, in Warwickshire, they’ve got creative with their distance messaging, using giant flowers stickers.

BID Leamington - the company charged with running the town’s Business Improvement District (and which is headed by a New Zealander) - collaborated with Jeremy Rucker at City Dressing, a studio which specialises in creating arresting, temporary interventions, to come up with the concept.

New Zealander Stephanie Kerr with some of the flower stickers.

“The idea sprung from realising that, whilst functional, the less attractive, ‘authoritative’ pavement graphics are not very ‘welcoming’ and do not resonate with the values and DNA (brand) of our town,” BID Leamington executive director Stephanie Kerr says. 

“Leamington Spa is a beautiful town with a history of beautiful gardens, so I felt colourful flowers would be easier for people to embrace. Also, our instinct was that if our interventions are ‘enjoyed’ then they will also be organically promoted, and hopefully more respected.” 

Kerr says the stickers already placed around the town have worn well.

Kiwi Kerr, who went to Massey University where she studied Resource and Environmental Planning, specialising in Landscape Design, says she’s inspired by nature “as it has a lot to teach us about things like flexibility, adaption and collaboration in these uncertain times. Accordingly, I wanted to embrace creativity but acknowledge the underlying vulnerability in our communities.” 

Made from recyclable materials with an adhesive back and non-slip laminate surface, the stickers have been well received by locals and the plan is to roll out more of them.

The stickers were around the same price or cheaper than other, more traditional ones.

“The feedback has been amazing and the idea is being shared far and wide,” says Kerr. “Even while we were installing them people gushed with positivity. I think there was tangible relief that the interventions being installed to protect us, were also attractive, colourful and lifted the spirit. 

“Parents have told us that it’s also easier to get their children to stand by them in queues, as some have butterflies and other interest elements on them. 

“We have also been contacted by schools, who have identified the value of using them to reduce stress for returning students. The need to reduce stress and anxiety is an idea we should all be embracing in our interventions.”

Kerr says this ‘creative’ turn has now inspired other ideas as BID Leamington looks to manage public spaces with sensitivity and fun, and support new kinds of social dialogue.