Comfort launches immersive secret garden in the heart of London
Wednesday July 22, 2015 at 6:55am
Leading fabric conditioner brand Comfort ran a one-day experiential activation in London’s Covent Garden last week, featuring an immersive garden with a fountain and tree made entirely from recycled clothes, sourced from Oxfam, and an appearance by Kimberley Walsh, former member of Girls Aloud. The garden, created for Comfort by experiential agency iD and Golin PR, was located in The Piazza in Covent Garden on Thursday July 16th. Kimberley Walsh officially unveiled the garden to the public on the morning of the event. Open for one day only, the Comfort Intense Garden comprised of a range of flowers including roses, foxgloves, daisies and peonies as well as the fountain and tree made out of recycled clothing. 95% of the approximately 1,846 garments used, which include socks, bobble hats, ties and shirts, were sourced from charity Oxfam. Each garment was freshly washed in products from the brand's new Comfort Intense range, which includes four fragrances – Fuchsia Passion, Fresh Sky, Ocean Pearl and Sunburst. The garden and fabric flowers took 159 hours to create, and featured a swing and Secret Door inspired by classic children’s novel, The Secret Garden. Fernanda Tubini-Roberts, Senior Brand Manager at Comfort, says: "Comfort Intense delivers intense freshness like no other fabric conditioner and we hope that creating this garden using clothes washed in Comfort Intense will show just how fresh your washing can be. Thanks to Comfort Intense’s unique formula, your clothes release intense freshness that stays with you from the wash, right through to wear all, from a tiny dose." iD is a multi-award winning specialist experiential and in-store marketing agency established which delivers large scale sampling campaigns, road shows, and immersive brand experience campaigns for clients including Britvic, PepsiCo and Unilever. iD also provides teams of expert demonstrators in retailers throughout the UK for clients including Nespresso, Microsoft, Revlon, Elizabeth Arden and Sage Appliances.