Harrod Horticultural

Sandford helped premium garden furniture brand Harrod Horticultural bring its exclusive Mayfair pop-up showroom to life, turning an opening day into a springboard for national press coverage and influencer engagement.

THE CHALLENGE

Harrod Horticultural, a premium name in handcrafted luxury garden furniture and garden structures, came to us with a clear ambition: to support the curation and boost the launch of its exclusive Mayfair pop-up showroom and give the brand a proper platform in the capital.

The showroom needed to do more than simply display beautiful pieces. It needed to bring Harrod Horticultural's premium collections to life, offering top-tier press, tastemakers and interior design influencers a hands-on, sensory experience of the brand.

Alongside the launch itself, we were tasked with generating publicity ahead of the brand's Chelsea Flower Show participation, using the showroom PR opportunity as a ‘warm-up act’ for the bigger stage to come. The brief called for high-value editorial inclusions, organic community growth and digital asset placements that would carry the brand through to key summer round-ups.

OUR SOLUTION

We designed a high-impact, multi-tiered opening event, splitting the day into two distinct sessions so that both influencers and press could engage with the brand in the way that suited them best.

Bespoke floristry workshop

In the morning, we welcomed an exclusive group of design and lifestyle influencers to an intimate bouquet-building session, led by expert florists from partner brand McQueens. Guests tucked into an artisan breakfast from Grape & Fig, health shots from Unrooted and organic blends from the English Tea Shop, all while crafting their own arrangements to take home.

Afternoon media drop-ins

The showroom then opened its doors to over 20 elite editors, freelancers and key opinion leaders from titles including The Daily Telegraph, The Times, House & Garden and The English Home. Guests were treated to an afternoon tea menu complete with champagne and floral-inspired treats, giving press a relaxed setting in which to properly explore the collection.

Immersive sensory storytelling

Working closely with acclaimed stylist Ali Attenborough, we transformed the venue into an experiential garden oasis. To place the furniture within authentic luxury lifestyle contexts, we secured and coordinated partnerships with market-leading brands including Bertioli by Thyme, Weaver Green, Benjamin Moore, Alternative Flooring and Rebecca Udall. Soft ambient birdsong, curated tablescapes and botanical home fragrances were layered throughout, encouraging guests to linger, explore and share the moment organically on social media.

Strategic gifting

Every guest left with a premium branded gift bag containing an English Tea Shop gift set and a fresh McQueens bouquet. Workshop attendees also received a gift card, while press representatives were given high-value digital vouchers, supported by a rapid asset compilation service to help fast-track upcoming outdoor furniture features.

THE RESULTS

The result was a beautifully styled, sensory-led launch that gave Harrod Horticultural genuine cut-through with the design and lifestyle press, while laying the groundwork for its Chelsea Flower Show debut. The campaign generated an estimated reach of 3 million followers through influencer and organic social activity, resulting in 81 organic social posts that extended the impact of the event far beyond the showroom itself.

If you're planning a showroom launch or product activation of your own, take a look at our work with Catchpole & Rye and Iris Ceramica for more on how we bring premium brands to life through event PR and influencer marketing.