One summer morning in 2010 Londoners woke up with an inexplicable sensation of vertigo. They leave the house after a cup of tea, and a sumptuous breakfast of bacon and scrambled eggs, and strangely, they feel strongly attracted to everything that is red. With the excuse of having to make an urgent telephone call tens of people squeeze inside phone-boxes seemingly about to burst. Double decker bus passengers tour around the city without a break and without ever getting off the red buses. Crazy people get inside the post boxes and look out through the letter flap to spy on the semi deserted streets.
For the whole summer nearly half a million people find refuge in Hyde Park where, in amongst the greenery, the bright red hall of the Serpentine Gallery stands out. Designed by the French architect Jean Nouvel, it was decorated in red, only red. Nouvel added 9 shocking red Smeg fridges to the interior to bring a touch unique style. Artists, poets, intellectuals and common people all met up to sip fresh drinks taken directly from the SMEG fridges and, suddenly, their sense of vertigo just disappeared.