Bloom - Urban Toy

I walked around to the Cutty Sark after work looking for a quick photo to blip (I think I'd missed the Paralympic torch going through earlier). I noticed a large pink blob in the distance, which turned out to be 'BLOOM - an urban toy' put there for 'people to construct fuzzy BLOOM formations' (don't ask me any more questions about it though..I only took a quarter of a photo of the BLOOM explanation/description!)...sort of a spiked, long, Lego thing then?!