Grosvenor wanted to drive footfall, exploration, engagement, retail revenue and data capture during its Belgravia in Bloom festival through a range of interactive, wayfinding and AR experiences.
Increased attendance to Belgravia in Bloom
Increased engagement at the event
Increased footfall
to participating retailers
Positive attendee response
“The AR vastly exceeded our expectations. Footfall, dwell time and tenant turnover were all significantly increased for the week long campaign, AR uses exceeded our targets and response from both tenants and the general public were unanimously positive. We already plan to work with Darabase on a similar project next year.”
Rachel McCulloch,
Head of Marketing, Mayfair & Belgravia, Grosvenor
Darabase in action at Belgravia in Bloom
Background
Belgravia in Bloom is a floral festival that coincides with the RHS Chelsea Flower Show, where visitors are invited to discover a series of beautiful flower installations and unique displays across the London neighbourhood. Grosvenor wanted to drive footfall, exploration, engagement, retail revenue and data capture during the festival through a range of interactive, wayfinding and AR experiences.
Solution implemented
QR codes promoted across Belgravia were used to guide visitors to a web-based interactive map showing the key ‘Floral Fairground’ themed displays and participating retail brands. At the heart of the activation were two bespoke floral installations, a Helter Skelter and a Carousel, which were brought to life in world-scale AR with a range of interactive fairground-themed games.
Outcome delivered
Darabase worked with eight participating boutiques and restaurants in Belgravia to create immersive video experiences on their premises including unique promotions for the period of the campaign.
For visitors, Darabase created a floral-themed Instagram filter to engage the audience further and encourage social sharing and awareness.
About Darabase
Darabase is an augmented reality (AR) outdoor media company that partners with property companies, retailers, media owners, brands and agencies to connect the physical world to the digital. For property companies, Darabase is augmenting physical real estate with digital AR content and helping property companies to drive sales, footfall, community engagement and a new stream of revenue. For more information, visit https://darabase.com/.
Source: Darabase 2021
