Innovation That Matters

Temporary walk-in gardens promote plants in Paris

Advertising & Marketing

Consumers’ interest in nature’s bounty shows no signs of slowing down in the coming years, fueling the urban gardening trend that’s greening up both private balconies and shared city spaces. As a way to help keep that interest burning bright, the Dutch Flower Council set up four giant, plant-filled displays throughout Paris this past weekend that gave visitors an immersive dose of green, oxygen-rich life. Between 26 and 28 November, passers-by in each of Gare Montparnasse, Place Saint Germain, Bercy Village and Place Colette were sure to notice a gigantic, transparent bubble installed there that was filled with a wide variety of indoor plants. Created by designer Amaury Gallon, the pop-up, self-enclosed gardens each featured a different array of plants: at Gare Montparnasse, for example, it was a jungle being represented, while Bercy Village’s garden was designed to be “psychadelic.” Each walk-in bubble measured some 60 cubic meters and so was roughly big enough to accommodate just two visitors at a time, creating a private and intense sensory experience. Dubbed Ma Bulle, Ma Plante & Moi — or “My Bubble, My Plant and Me” — the campaign no doubt delivered not just a break in consumers’ day while it was up, but also a reminder of the importance of flowers and plants in daily life. Which, of course, could well translate into increased sales of such items, particularly over the coming holidays. How could *your* brand deliver a little pop-up and immersive shopping inspiration this holiday season…? (Related: Collaborative pop-up store focuses on eco-friendly goodsFrom 12 tons of trash, a pop-up hotel with a messagePartnering with Crunch, pop-up Gap store focuses on fitness for a monthMultisensory pop-up spaces.) Spotted by: Irene Festa



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