The Persuaders creates Pimm's Summer Garden indoors

With the British summer as uncertain as ever, agency The Persuaders has created a Pimm's-based indoor summer garden.

Pimm's Summer Garden
Pimm's Summer Garden

The space, at 5 Great Newport Street, was designed and created by Andrew McDonald of The Persuaders.

Open until June 29 it features an outdoor country kitchen, and an English potting shed which, by day, is a Pimm’s shop and by night becomes a Pimm’s bar that serves hampers filled with English picnic treats.

Continuing down the indoor spongy, cobbled path, usually used on film sets, the venue opens up into an enchanting summer garden filled with flowers and trellis fencing, complete with blankets for hire. 

McDonald told Event: "Pimm’s is quintessentially British so we wanted something a little bit quirky and where people can hang out in sheds.

"It’s been a really fun one to do. Originally the brief was to do just a shop and it was about being eternally summer, but now you always need a consumer involvement.

"The great thing about Pimm’s is it’s the most loved brand across all age groups."

The Summer Garden opening night on Tuesday (18 June) saw the likes of Jonathan Ross and Pixie Lott enjoy a game of Pimmbledon swing tennis and cucumber carving. 

Wimbledon will be shown at the garden screen next week.

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