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Belgravia in Bloom

The beautifully British Belgravia neighbourhood was given a floral tribute in honour of the Platinum Jubilee as well as a decorative AR interactive guide through the historic streets.

The Experience

Following the success of Darabase’s work for Belgravia in Bloom in 2021, Grosvenor wished to partner with Darabase once again for Belgravia in Bloom in 2022.
The “Beautifully British” theme in celebration of Her Majesty Queen Elizabeth II’s Platinum Jubilee transformed London’s Belgravia with a series of spectacular large scale floral installations and Grosvenor wanted to use Darabase’s interactive map to guide users between the floral displays and to supplement the experience with augmented reality.

Belgravia in Bloom

The Solution

Darabase’s interactive map guided visitors through Belgravia detailing the activities and offers available throughout the week. The map also highlighted a range of augmented reality experiences including quizzes and 3D animations which focused on key sustainability messages.
This year, Darabase also built a desktop version for visitors who were not within Belgravia to see the floral displays through special 360 views, possibly enticing them to visit the neighbourhood.
The campaign ran for one week in May and in that time nearly 13,000 users visited the webAR experience. 45% of those participated in immersive experiences during their visit, spending on average nearly three minutes engaging with the interactive map and immersive experiences.



Spent in the experience on average


Unique visitors

The AR vastly exceeded our expectations. Footfall, dwell time and tenant turnover were all significantly increased for the week long campaign, AR uses exceeded our targets and response from both tenants and the general public were unanimously positive. We already plan to work with Darabase on similar project next year.

Rachel McCullochHead of Marketing, Grosvenor

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