Hundreds of flowers filled Liverpool ONE on Monday 20 January to inject a spot of joy on Blue Monday, widely recognised as the most depressing day of the year.
With the sole mission to spread cheer across the destination, hundreds of bunches of brightly-coloured flowers were left across Upper and Lower South John Street, Peter’s Lane and Paradise Street for visitors to collect on their way to work. The blooms were packaged into pairs, encouraging people to keep a bouquet for themselves and pass the other on to a friend, colleague or stranger.
Liverpool ONE’s tenant mix also supported the initiative, with key retailers and restaurants such as Harvey Nichols’ Beauty Bazaar, The Body Shop, Lindt, John Lewis, Morphe, Molton Brown, Nespresso and The Club House offering a series of treats and one-off offers to visitors for the day.
Alison Clegg, Director, Asset Management at Grosvenor Europe said: “Following the success of last year’s flower drop activation across Liverpool ONE on Blue Monday, we stepped up the destination’s efforts this time around and to see so many of our leading brands and operators get involved was fantastic. The initiative ties in well with our greater efforts to create meaningful experiences and memorable moments for visitors.”
Donna Howitt, Marketing Director at Liverpool ONE added: “Blue Monday is recognised as the gloomiest day of the year for many. Our flower drop has proven to put a smile on our visitors’ faces and creating a chain reaction of positivity across the city. This year, many of our shops and restaurants jumped at the chance to offer all kinds of complimentary and discounted treats to make Blue Monday a little brighter for everyone!”
The Blue Monday initiative follows Liverpool ONE’s successful festive period, which drove a 5% increase in sales compared to 2018, contradicting widespread industry declines. The results marked the end of a record year of performance at the destination, with sales up 2.5% throughout 2019.