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Working with agencies The Ministry of Fun and Frank PR, Cath Kidston created a 30sqm field of flowers on London’s Southbank to celebrate mums across the UK ahead of Mother’s Day (15 March).
The installation, which represented the brand’s signature polka-dot print, was made from 40,000 gerberas with 60,000 petals, and took more than 250 hours to build and design. Commuters on their way to work were encouraged to pick their own bunch of flowers from the field.
Cath Kidston also activated a flower cart in Cardiff that was positioned in St David’s shopping centre. Ambassadors dressed in the designer’s floral prints handed out free branded bunches of flowers to passers-by.
The experiential activity formed part of the brand’s wider Bloomin Marvellous Mums marketing strategy.
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