Cancer Research UK to launch VR garden at Hampton Court Palace Flower Show

Cancer Research UK will unveil a virtual reality flower garden at the RHS Hampton Court Palace Flower Show in London next week (5-10 July).

A CGI of the physical garden
A CGI of the physical garden

The "Life Garden" will include both a physical installation, created by designer Antonia Young, and a virtual one, featuring more than 100,000 flowers – one for each of the supporters who has left a gift in their will to the charity.

Once inside the garden visitors will be invited to put on a VR headset to be transported to the virtual tribute garden with its eye-catching visuals and sounds.

The planting in the physical garden will reflect the images seen in the virtual reality experience, and mirrors at the end of the garden will give the sense of the landscape stretching away into infinity.

Following its stint at Hampton Court, the virtual garden will embark on a UK tour, appearing at a series of "tribute events", which will give family and friends of the legacy benefactors the chance to visit the garden.

The experience has been created by Atomic London and produced by Rushes, using software platform Unity.

Guy Bradbury, founding partner and executive creative director at Atomic London, told Campaign: "Virtual reality is too often used as a gimmick – to make people feel like they’re on a roller-coaster or walking through a fantasy world.

"With the Life Garden we’ve created something that emotionally engages and moves people by starting with the idea and using the technology as the most suitable channel, rather than starting with the technology and trying to work backwards."

Caroline Kent, director of legacies at Cancer Research UK, added: "We are thrilled to have a Show Garden at Hampton Court this summer and bring the first ever virtual reality tribute garden to the event.

"We believe using this exciting technology alongside our bright and beautiful physical garden is a wonderful way to thank and celebrate every generous supporter who has left a gift in their Will to Cancer Research UK."

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