The Bentall Centre, Kingston
Home to over 75 stores, including & Other Stories, Apple, Cos and Bentalls (Fenwick)
To create an activation for the summer holiday to engage with the wide demographic of the centre, from families, to young professionals and the over 50s. The activity also needed to include an element of retailer engagement.
The Summer Garden was created as a beautiful, tranquil space for visitors to take a break from shopping to relax or participant in creative activities and workshops. In addition to the main event space, pop up flower walls, tiny fairy houses and decorative tipis were also installed. From briefing in initial concepts through to managing the installation of the Summer Garden, we worked closely with the in centre team and third party suppliers to deliver on brand, being mindful of centre restrictions and guidelines.
We also worked with suppliers and retailers to programme a summer of entertaining and engaging events and activities, including yoga, bouquet making, calligraphy classes, embroidery, kiddy crafts and mindfulness talks.
To maximise exposure and to generate additional online buzz, we worked with high profile influencers Victoria Geneviève and Style Mum on ticketed styling workshops, these sold out and generated some great posts and engagement on Twitter & Instragram.
More than 1,400 people took part in the activities over the summer.
The campaign had a reach more than 4.5 million
Coverage included Time & Leisure Magazine, Your Surrey Wedding and This is Our Town Kingston
Retailers had a fantastic response to The Summer Garden:
“We were happy to be a part of the master class it was nice to see something different in the centre” – & Other Stories
“The styling master class was a really nice idea, we were happy to be a part of it” – H&M
Customers were quick to comment on The Garden too:
“The bouquet making workshop I attended was excellent! Would love to do more of this in the centre” – Margaret Sewter
“Thank you The Bentall Centre for keeping my kids entertained on a Saturday! Loved the puppet workshop!” – Jenny Sawyer