In collaboration with Penguin House Publishing and Eric Carle Studios, Urban Projections crafted a vibrant tribute to the 50th anniversary of The Very Hungry Caterpillar, one of the most beloved children’s books in history.

Across London, a series of enchanting pop-up projections appeared on buildings and landmarks, each casting hopeful messages inspired by Carle’s iconic work and symbolising growth, transformation, and resilience.

First published in 1969, The Very Hungry Caterpillar by Eric Carle has become a cornerstone of children’s literature, loved by generations of young readers around the world. Carle’s colourful, tactile illustrations and simple, yet profound narrative about a little caterpillar’s transformation into a butterfly resonate universally, teaching children not only about nature but also about patience, change, and self-discovery. With over 50 million copies sold worldwide and translated into more than 60 languages, the book’s timeless appeal has made it a fixture in children’s lives and imaginations.

To bring this celebration to life in a new, dynamic way, Rebecca utilised the innovative Light Cycle, a mobile projection device designed for on-the-go visual installations. This portable technology allowed the team to project captivating visuals of Carle’s work onto a range of public spaces throughout London. The Light Cycle’s versatility enabled the installation to move easily between sites, taking the vibrant spirit of The Very Hungry Caterpillar directly into the streets, reaching diverse audiences in unexpected locations.
Each projection spread Carle’s vibrant, hopeful illustrations across the cityscape, creating joyful, momentary encounters with his art and messages of optimism.

Through this dynamic series of displays, Rebecca’s collaboration not only celebrated Carle’s enduring legacy but also brought the book’s message of hope, growth, and renewal to life for the people of London. This installation was both a nostalgic homage and a forward-looking reminder of the powerful, lasting impact of children’s literature on our lives.