THE LANGUAGE OF FLOWERS
Grosvenor Britain & Ireland’s mission is to create inspiring places and neighbourhoods, delivering value for customers, shareholders and co-investors in the public realm.
Placemaking projects play a huge part in making this happen.
What we did
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.
Having produced many other London placemaking projects before, as well as placemaking projects across the UK and further afield, the We Are Placemaking team were keen to get involved.
Deliverables
The event was spread over two locations, Eccleston Yards and Halkin Arcade. Using our creative placemaking skills, we explored the concept of ‘Botanic Identity’ – linking 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
The attraction gained sixty-four pieces of press coverage, including articles in Time Out, London and the Evening Standard Magazine. Multiple influencers also visited and shared this to thousands on their social media.
The event proved very successful amongst members of the public, with more than 20,000 visiting over the course of the week.
Engagement included local retailers running workshops, such as Jo Loves & Moyses Stevens.
