American Marketer


Harrods supports river-wide oasis through garden gala

June 1, 2015

Harrods' Pop-up Flowers Harrods' Pop-up Flowers


British department store Harrods is hosting the first fundraising gala benefiting Garden Bridge Trust, a charity dedicated to creating a new London landmark.

For the event June 10, the Georgian Restaurant will be turned into a “secret garden,” where guests will take part in a cocktail reception and three-course dinner. As the first company to support the project, Harrods will be able to further tie its name and brand to the above-water garden.

Botanical bridge
The Garden Bridge, set to open in 2018, was designed by Heatherwick Studio following an idea and campaign by actress Joanna Lumley. The structure, which will be open to the public, will stretch from the South Bank to Temple, stretching across the River Thames.

Garden Bridge

Rendering of the Garden Bridge

Harrods has shared news of the gala so that its consumers can purchase tickets to attend and give the project their own support.

During the evening, guests will be able to participate in silent and live auctions and listen to singer-songwriter Jessie Ware.

This gala and support for the Garden Bridge expands on Harrods' efforts surrounding the Chelsea Flower Show.

For the first time in the retailer’s history it will have a concept garden at the annual flower show May 19-23 that uses the art of perfume as a main theme (see story). To celebrate the retailer’s first, along with the gardens and the start of summer, Harrods has developed a storewide campaign called “Pop-up Flowers” (see story).