THE LANGUAGE OF FLOWERS

Grosvenor Britain & Ireland’s mission is to create and recreate inspiring places and neighbourhoods, delivering value for customers, shareholders and co-investors with its place-making expertise.

CHALLENGE

Grosvenor and Four Communications were looking for an agency partner to develop, launch and manage an innovative and newsworthy Belgravia in Bloom ‘The Language of Flowers’ activation to be aligned with the Belgravia in Bloom event objectives and the positioning of the retail destinations of Belgravia and Eccleston Yards.

DELIVERY

The event was spread over two locations, Eccleston Yards and Halkin Arcade. We explored the concept of ‘Botanic Identity’ linking to the unique meaning of flowers to the individual. This was developed at Eccleston Yards where we built a ‘Botanic Identity Station’, ‘Floral Illustration Station’ and ‘Scent Stations’. Visitors could drop in to paint and draw their favourite flowers, relax in the garden or take part in a series of workshops such as bouquet making and perfume profiling. At Halkin Arcade we developed the concept of the mood gardens, keeping in line with the stylised architectural landscape of the area; we created four mini gardens, each with different flowers and different meaning for visitors to relax in and enjoy.

RESULTS

Sixty-four pieces of press Coverage from Time Out, London, ES Magazine as well as multiple influencer’s.

Over 20,000 visitors over the course of the week

Engagement from local retailers running workshops including Jo Loves & Moyses Stevens