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.
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.
The campaign ran for one week in May 2021 and in that time there were on average 500 AR engagements a day with users spending on average 6 minutes within the experience.
Scan the QR code to try the AR experience out for yourself.
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.
We are so pleased to be partnering with Darabase. The experiences look incredible and we are excited to see how our visitors engage with them, as well as the positive impact it will have for Belgravia and our retailers.