When Belgravia in Bloom returns this year from 20-26 September 2021, for the first time there will be a range of immersive and interactive Augmented Reality experiences to be discovered, produced in partnership with Darabase, the leading AR Outdoor Media Company. Celebrating its sixth year, the floral festival coincides with the RHS Chelsea Flower Show and visitors will be invited to discover a series of beautiful flower installations and unique displays across the London neighbourhood.
QR codes promoted across Belgravia will 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 are two bespoke floral installations, a Helter Skelter and a Carousel, which have been brought to life in world-scale AR with a range of interactive fairground-themed games – for example, perhaps the very first AR Coconut Shy!
In addition, Darabase has worked with eight participating boutiques and restaurants in Belgravia to create immersive video experiences on their premises to create visitor engagement, footfall and sales, including unique promotions for the period of the campaign. World-renowned florists such as Moyses Stevens, Neill Strain and Judith Blacklock as well as luxury brands like Chestnut Bakery, MasterPeace Creative Studios and Errol Douglas will display AR experiences, linked to from the Belgravia in Bloom interactive map.
The experience allows visitors to vote for their favourite floral displays. They are incentivised to explore Belgravia and interact with at least three of the AR activations to unlock the chance to win £1,000 worth of vouchers to spend in Belgravia.
Finally Darabase has created a floral-themed Instagram filter for Belgravia in Bloom to engage the audience further and encourage social sharing and awareness.
Paul O’Grady, Location Director at Grosvenor Britain & Ireland said, “We are so pleased to be partnering with Darabase to add this unique and innovative layer to Belgravia in Bloom this year. 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.”
Dominic Collins, CEO of Darabase added, “It has been a real privilege to work not just with Grosvenor but with so many other world-leading brands to see how AR and the Darabase platform can be used to bring even more magic to Belgravia in Bloom. This is one of the largest location-based AR activations ever launched and it has been a pleasure to bring our joint vision to reality.”