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Launched on 25 July and running for four weeks until 21 August, guests visiting the space, located 800 feet above the streets of London, will be able to book a game of croquet for themselves and their friends with a special Pimm’s Cider Cup ticket, or play on a first come, first served basis upon entry to The View from The Shard. The course features top of the range Jaques of London mallets and hoops, with trained stewards on hand to walk players through the rules of the sport.
The activation, created by agency Taylor Herring, follows Pimm's staging of Extreme Croquet games across Britain, which took place on the White Cliffs of Dover, a boat on the Thames and at the Shard.
Diageo-owned brand Pimm’s is issuing a rallying cry to the British public this summer, to embrace the quirks and idiosyncrasies that make British summers so special. After new research revealed the game was in danger of dying out in its 165th anniversary year, Pimm’s has been working closely with Joe Jaques, the great-great-grandson of the founder of croquet, to reinvigorate the game with the launch of the Pimm’s Cider Croquet Cup.
Joe Jaques said: "This year marks 165 years since my great-great-grandfather invented croquet and – amazingly – 165 years since Pimm’s was first produced too. Back then, croquet was one of the most popular British sports, but over the last few decades we’ve seen fewer people taking up the sport. I’m so pleased to be involved in getting the British public playing it again."
Pimm’s Cider Cup blends English cider, fruit and Pimm’s No. 1 Cup. Last year, Pimm's created and also unveiled a at London Heathrow airport
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