Better than any text or email, a simple gesture—like surprising someone with flowers—can break down the walls that stand between us, speaking volumes about our feelings, and our hope for something better.

So to help people love louder, Teleflora built a wall meant for tearing down. A custom 50-foot wide, 8-foot high floral Wall of Love filled with 1,000 handmade bouquets. Each bouquet represented a symbolic outward expression of love, empowering people to go overboard in showing off how they feel—to friends, family… even strangers they’ve never met.

Teleflora’s Wall of Love was nothing short of a labor of love. To build a custom 50-foot wide, 8-foot high wall filled with 1,000 handmade bouquets that could essentially disappear piece by piece, required true collaboration. The end result was the work of florists, designers, engineers, fabricators, and many other talented individuals.

Constructing the floral wall took three weeks in total, but started with several months of planning to determine all the engineering, logistics, material testing, and securing the proper permits. The wall “appeared” in front of the Capitol Building as the sun rose on the morning of November 29. Throughout the day passersby were encouraged to take a bouquet, free of charge, and give it to someone: a friend, a loved one, a coworker or even a complete stranger. Before the sun had set the wall had completely disappeared, leaving a single message in its place: Love Out Loud.

Teleflora’s Wall of Love activation received a highly attended, positive reception from Washingtonians and as well as tourists from all over the world—including a spontaneous engagement photo shoot and a marriage proposal. The event was covered via D.C.’s top trades (The Hill and Roll Call) resulting in significant attendance by government employees from both sides of the aisle, and reached viewers nationwide during a three-minute segment hosted by Sunny Hostin on ABC’s popular morning show, “The View.”

And that was just the beginning. All total, coverage of the wall resulted in 400MM PR Media impressions (an increase of 17% from the year before) and Wall of Love social videos garnered 16.7MM total views. With this increase in awareness came an increase in sales. Holiday orders on Teleflora.com were up 9% from the year before, meaning Teleflora’s rallying cry to LOVE OUT LOUD was heard and answered.