An immersive wayfinding and gamified map taking you through the finest floral art in the heart of historic heritage – Belgravia. Aligning with retailers along the route to ensure that this is an interactive experience whilst bringing to life the ‘floral fairground’ theme.
The Experience
Belgravia in Bloom is a floral festival which coincides with the RHS Chelsea Flower Show with visitors invited to discover a series of beautiful flower installations and unique displays across the London neighbourhood. Grosvenor wanted to drive footfall, exploration, engagement, retail revenue and data capture during the festival through a range of interactive, way finding and AR experiences.
The Solution
QR codes promoted across Belgravia were used to guide visitors to a web-based interactive map showing the key ‘Floral Fairground’ themed displays and participating retail brands. At the heart of the activation were two bespoke floral installations, a Helter Skelter and a Carousel, which were brought to life in world-scale AR with a range of interactive fairground-themed games.
In addition, Darabase worked with eight participating boutiques and restaurants in Belgravia to create immersive video experiences on their premises including unique promotions for the period of the campaign.
Finally Darabase created a floral-themed Instagram filter to engage the audience further and encourage social sharing and awareness.
Statistics
500
A day
6
Average within the experience
