A showstopping takeover of the iconic Soho Square to celebrate the power of small-gardens

The Challenge

We were challenged with launching B&Q’s new range of summer garden solutions in a way that would engage millennials, driving re-appraisal of B&Q amongst this next generation of home improvers.

Our Solution

The latest B&Q outdoor range features a range of brilliant solutions for smaller garden spaces.  To drive re-appraisal on how to make the most of a smaller space, we set out to show Londoners first-hand how B&Q could help them make the most of their outdoor space, whatever its size and shape.

With an ambition to be ‘big, bold and different’, we transformed the iconic Soho Square into theB&Q Open Garden, a five day immersive brand experience for media, influencers and the public-at-large.

The garden showcased the new outdoor ranges of furniture, plants, flowers and a broad selection of brilliant solutions for outdoor spaces as well as a dedicated Gin Shed and “BB&Q” stall offering barbecue snacks to passers-by.

To drive engagement with our millennial audience, we partnered with influencer DJ BBQ to host a party on the final evening, which included demos on the latest charcoal and gas barbecues.

Daily performances from the No Limits Street Band gave the experience a festival feel and a specially-designed floral selfie wall offered guests an ideal backdrop for the perfect Instagram post using #OpenGardenSoho.

To officially launch the garden, we hosted a press preview event for consumer lifestyle, home and garden media and released B&Q’s Nature of Gardens to maximise coverage for the experience.