Teaming with celebrity florist Anthony Todd, we constructed an installation made from red roses. The installation would appear in one of New York’s most romantic and busy locations, Grand Central Station. It was both beautiful and inspiring to see 25,000 red roses spelling out the line “a diamond is forever” in the middle of one of America’s most beautiful buildings. Over the next ten days the roses slowly dried out, changed color and died. Poignantly driving home the message of how temporary roses are compared to diamonds. But you didn’t just have to go to the station, people could follow the demise of the roses as well as hearing interviews from the public and Anthony Todd, online.

Foot traffic at the already busy station increased by 40%. The installation garnered $2.5 million worth of publicity. Thousands followed its progress online and sent each other dying roses' messages. People blogged about it. And they started to understand just how enduring diamonds are as a gift compared to other gifts. The installation even started to appear on tourists’ Flickr pages.