Fifty Years of Love

Few works of art have captured the hearts of both residents and visitors the way Robert Indiana’s LOVE sculpture has. Bold, simple, and instantly recognizable, LOVE has been a cultural landmark at Newfields for five decades — and this year, it celebrates its 50th anniversary in Indy.

The History of LOVE

The story of LOVE begins in 1964, when Robert Indiana first used the now-famous image on his personal Christmas card. A year later, the Museum of Modern Art (MoMA) selected the design for its official holiday card, helping launch the image into worldwide recognition.

Indiana’s inspiration came from right here in Indianapolis. On a plaque in a Christian Science church, he saw the inscription “God is Love.” He reversed the phrase into “Love is God” as a way to speak about spiritual love, sparking a creative journey that would become his most iconic contribution to American pop art.

Through the late 1960s, Indiana refined the concept in a series of paintings and small sculptures in red, blue, and green. One of those original paintings will return to view at the Indianapolis Museum of Art beginning in September.

In 1970, Indiana completed the monumental Cor-Ten steel sculpture that would define the series. Fabricated in North Haven, Connecticut, the work marked his entry into large-scale sculpture and solidified his place as a major figure in the international pop art movement. To this day, the version at Newfields remains the largest sculptural version of LOVE ever produced.

Over the decades, LOVE has become a backdrop for proposals, wedding portraits, family photos, and countless memories — a beloved landmark that blends art, history, and community.

Timeline of LOVE at Newfields

  • 1970: LOVE is fabricated in Connecticut by Lippincott, Inc. and debuts at the Indianapolis Museum of Art for the Outside Seven exhibition.
  • 1971: Travels to Boston City Hall Plaza and then New York City’s Central Park for the holiday season.
  • 1972: Returns to Indiana for a Valentine’s Day opening of an exhibition of Indiana’s work at Indiana National Bank in downtown Indianapolis.
  • 1974: Loaned to Eli Lilly & Company for use in a television commercial.
    October 2, 1975: Purchased by Friends of the IMA in memory of chairman Henry F. DeBoest, securing LOVE as a permanent part of the collection.
    October 22, 1975: Officially dedicated at Newfields with Robert Indiana in attendance.
  • 1988: Relocated from the Krannert Pavilion Plaza to the north lawn during construction of the Hulman Pavilion.
  • 2002–2005: Undergoes extensive conservation and restoration before returning to display in the Pulliam Family Great Hall.
  • 2006: Sandblasted and installed outdoors on the Sutphin Mall.
  • 2017: Moved back inside to the Pulliam Family Great Hall, where it remains today.

Experience LOVE at Newfields

Whether you’re a longtime Hoosier or a first-time visitor, LOVE is more than just a photo opportunity. Here's why this beloved sculpture and a visit to Newfields should bee on your Indy travel plans:

  • It's iconic: The image may be famous worldwide, but Indy holds the largest and most historic sculptural version.
  • It’s meaningful: Rooted in spiritual reflection and born from an artist with Indiana ties, LOVE is part of both global art history and local heritage.
  • It’s memorable: Generations have used the sculpture as the backdrop for their own stories, making it part of the city’s collective memory.

50 Years of LOVE

As Newfields celebrates 50 years of Robert Indiana’s LOVE, visitors are invited to rediscover the sculpture, reflect on its history, and add their own story to its legacy. Whether you’re capturing a family photo, revisiting a favorite spot, or seeing it for the very first time, don’t miss the chance to celebrate half a century of LOVE in Indianapolis.