Harrods immersive Pop-Up Flowers

Harrods has unveiled its store-takeover concept – Pop-Up Flowers. The campaign will run throughout May and has been designed to showcase an array of brands and their floral creations, in celebration of the start of the summer season.

Key beauty brands will feature in the Brompton Road windows, presenting imaginative displays based on their famous floral scents. Twenty-two brands are participating and will be used throughout the window scheme.

In the first display of its kind at Harrods, white peonies and roses have been installed at the Brompton Road entrances. The scent of fresh Easter lilies will drift through the store to add a further sensory element to the campaign. In total, 2000 flowers and 40 litres of perfume will be used in-store during May. In keeping with the theme, departments including Beauty, Home, Food and Fashion will present floral fragrances, masterclasses and visuals.

From 18th to 31st May, Harrods will host a “Flower Wall” at the entrance to Salon de Parfums on the Sixth Floor. Customers will be able to pick paper flowers from the wall and remove their petals to reveal a prize or the chance to take home an exclusive Pop-Up Flowers seedbomb. Prizes per day are limited to 15 luxury prizes and experiences, and 685 exclusive Pop-Up Flowers seedbombs. Prizes include a holiday package at the Mandarin Oriental Hong Kong, a stay at the Mandarin Oriental Paris and four prizes worth £1,000 each to spend in-store. Participating brands include: Mandarin Oriental, La Prairie, Versace, Valentino, Natura Bisse, Evidens de Beauté, Terry de Gunburg, William Curley, Prestat, La Maison du Chocolat, Madhu’s, Godiva, Leonidas, TWG Tea, Harrods Food Halls and various Harrods restaurants.

As part of a strategic external advertising campaign, Harrods will create an immersive experience for the consumer with scent-emitting bus stop at Hyde Park Corner. From 5th to 31st May, the bus stop will emit floral scents to emulate Pop-Up Flowers and encourage visits to witness the full campaign in-store.

To complete the campaign, Harrods will exhibit a concept garden at the Royal Horticultural Society Chelsea Flower Show this month. The Fragrance Garden, created in collaboration with award-winning garden designer Sheena Seeks, will be a celebration of perfume through the medium of flowers. The garden will take perfume making as its theme, reflecting the cross-fertilisation of nature and science. Inspired by the 19th-century artisanal tradition of enfleurage, a technique whereby the scent of flowers is captured in wax, one side of the garden will feature flowers enclosed in oversized laboratory beakers and test tubes; the flowers will then reappear on the adjacent side, transformed into giant paper blooms. Incorporating digital innovation, the garden will also feature augmented-reality images on giant dividing screens, which will come to life when viewed through a phone or tablet.