Flowers. I like to think just saying the words brings a certain sense of joy and fun to whoever hears or reads it. Flowers add so much vibrancy and texture to whatever area they inhabit. Most of the time, when they are no longer sprouting up from the ground, they can be found within vases or adorning the aisle of a wedding. The exciting life of flowers, am I right? However, flowers can play an incredibly impactful part when paired with an experiential pop-up activation.
Last year in June, we witnessed New York City host a European-style flower festival that left us inspired and eager to work with flowers within activations. While we worked with THE Lewis Miller on one of his pop-ups (seen below), it got us thinking: what are some ways to incorporate flowers into a pop-up activation, and what part can they play?
Why flowers?
This one seems obvious, but have you seen flowers? Aesthetically, they are one of the most eye-catching, natural phenomena we have the fortune of beholding. You can imagine combining flowers with a mobile campaign is sure to attract people, especially women, no matter your product. Think of it as a warm introduction of sorts. As soon as passers-by see flowers, they’re beelining (no pun intended) to see what the buzz is about (pun super intended).
The why of it all feels like a given; flowers are beautiful and friendly! Of course we know why we should use them. The next step (the real step) is figuring out how to utilize flowers in your subsequent activation. Below are two ways you might use to begin thinking about flowers in an all new light.
Aesthetic Appeal
Similar to our event with Lewis Miller, a great way to incorporate flowers is by allowing it to take the place of an eye-catching truck wrap. Though this method is specific to a static pop-up activation, the results include high-value social media impressions and a variety of customer interactions. For Lewis Miller, the food truck served ice cream, which created this nostalgic feeling of springtime as a kid, full of familiar, simple pleasures.
As a branded ware
Though we’ve said it on this blog before, bringing life to the old, branded t-shirt gig is always a smart way to go, with embroidered polos or printed shirts. However, going a step further by replacing the tired t-shirts with something like a bouquet is a beautiful alternative. However, this won’t work for every single business. But when framed correctly, it could be perfect for many. For example:
Dating app: Activation attendee matches with someone at the activation; they plan a date, show the brand ambassadors, and get a bouquet to take to the date.
Give-back for any business: Take a bouquet for free to your mother for mother’s day or any other day of celebration
Sweets company: What pairs better with chocolate than flowers? The food truck gives out the perfect date accessories.
Drink company: Provide bouquets in the color palette of the branding. One could even do a multi-colored rose per customer in the color palette.
Fashion brand: Perfectly cut flowers to fit in your [x brand] bag!
Beauty brand: This activation could provide the most perfectly adorable set of samples and flowers within a fashion-forward and practical branded tote bag. Think, the “it girl” package.
Though flowers to add warm touches to a home will always be a go-to, they can act as eye-catching, pseudo-art installations or as customer gifts that will attract new and current customers. The next time your brand has an opportunity to create a magical spectacle for a unique campaign, consider adding flowers!
