Alice + Olivia in Harvey Nichols Terrace takeover
Alice + Olivia by Stacey Bendet is taking an unusual and very local approach to marketing with a takeover at Harvey Nichols that’s all about celebrating the spring season and the flowers that characterise it.
It’s taken over the Harvey Nichols Knightsbridge Terrace café and dining space until the end of this month for the Alice + Olivia secret Garden.
The company said the “American-grown brand sets out to plant roots just across the pond, showering the London market with a horticulture haven”.
The takeover comes along with flower-infused cocktails and mocktails by Grey Goose Essences, plus “pressed flower treats that are inspired by our spring collection”.
And of course, it’s no coincidence that the Chelsea Flower Show is taking place just a mile away from the store from 22-27 May, which means plenty of flower-focused consumers will be in town.
So, to celebrate the Secret Garden and the world’s premier flower show, all guests dining on the Terrace will receive a bouquet with purchase from 25-28 May.
As for the collection itself, the spring offer features cropped tailored blazers with matching shorts, chiffon blouses, embellished tops, floral dresses (“that are speckled with hints of bright colours as if a garden comes to life on the garment itself”), plus wide legged pants and more.
The UK has become a more important market for the brand since it opened its first free-standing store in the country last summer.
The 2,0000 sq ft store on Mayfair’s Bruton Street was the 18th standalone international retail location for it. The label also has 25 stores in its domestic US market.
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