Comfort launches immersive secret garden in the heart of London

Leading fabric conditioner brand Comfort collaborated with experiential agency iD and Golin PR, to launch an immersive garden, located in The Piazza in London’s Covent Garden on Thursday 16^th July.

Comfort partnered with Kimberley Walsh, former member of band, Girls Aloud to launch the Comfort Intense range. Kimberley officially unveiled the garden to the public on the morning of the event.

Open for one day only, the Comfort Intense Garden comprised of a range of flowers including roses, foxgloves, daisies and peonies (to name a few), as well as a fountain and tree made entirely out of recycled clothing.

95% of the approximately 1,846 garments used, which include socks, bobble hats, ties and shirts, were sourced from charity Oxfam. Each garment was freshly washed in products from the brand’s new Comfort Intense range, which includes four fragrances – Fuchsia Passion, Fresh Sky, Ocean Pearl and Sunburst.

The garden and fabric flowers took 159 hours to create, and featured a swing and Secret Door inspired by classic children’s novel; The Secret Garden.

Fernanda Tubini-Roberts, senior brand manager at Comfort said: “Comfort Intense delivers intense freshness like no other fabric conditioner and we hope that creating this garden using clothes washed in Comfort Intense will show just how fresh your washing can be.

“Thanks to Comfort Intense’s unique formula, your clothes release intense freshness that stays with you from the wash, right through to wear all, from a tiny dose.”

Zaine Venter, Group Account Director for iD added: “We are incredibly proud to have been part of such an immersive and unique experience. The intricate detail that went into the design and creation of the garden and fabric flowers was phenomenal and the response from the public was fantastic.”