For the second consecutive year, two of the world’s most luxurious heritage brands come together from May until the end of June as The Peninsula Hotels partners with Harrods, London’s most prestigious department store as part of its “Pop-Up Flowers” storewide campaign, which celebrates Harrods’ first concept garden at the RHS Chelsea Flower Show (19-23 May) and the start of summer.
The Peninsula Hotels’ large display window faces Hans Crescent and features a stunning collection of white paper sakura cherry blossom flowers and leaves on a delicate pale pink backdrop, created by internationally renowned British paper artist Zoe Bradley. A former fashion designer, Bradley has designed paper sculptures for myriad luxury brands including Dior, Louis Vuitton, Alexander McQueen, The Royal Academy, Smythson, Christies and Debeers. She painstakingly hand- and laser-cut, folded, sculpted and stitched paper to form the exquisite faceted blooms, which reference Japan’s much-loved cherry blossom season, when The Peninsula Tokyo features stunning displays of sakura in the Lobby each spring.
A large screen shows the “Peninsula Moments” short film highlighting the group’s 10 hotels around the world, and inviting viewers to visit peninsula.com/harrods to spend “More Time ….. with our Compliments” – a very special accommodation offer featuring a third complimentary night at select hotels for every two nights purchased.
Meanwhile “Peninsula Moments” also appear on eight digital windows along the store’s façade, plus nine giant screens positioned at various entrances and escalators around the store from now until 30 June 2015.
Harrods’ “Pop-Up Flowers” campaign showcases flowers and perfumes across all departments, while the floral window theme continues on Brompton Road with yet more imaginative flowers displays based on the best-known floral scents of 22 beauty brands.
“This is the second time that The Peninsula Hotels has utilised a window display at Harrods as an element of our marketing strategy. Last year we introduced the artisanship and glamour of the newly opened Peninsula Paris with an innovative and engaging display window, which was very successful. We want to ensure that the brand’s presence continues to be reinforced throughout the continent, so London – as the next European destination where we are planning a hotel (having entered into an agreement with Grosvenor to develop a site on Hyde Park Corner) – is the perfect location, and of course Harrods, with its long history, high visibility and unique positioning, continues to be the perfect partner for us,” said Robert Cheng, Vice President Marketing of The Peninsula Hotels.