In pictures: Comfort unveils immersive garden in London

Fabric conditioner brand Comfort partnered with experiential agency ID and Golin PR to deliver an immersive garden in London's Covent Garden yesterday (16 July).


The garden was officially unveiled by Kimberley Walsh, formerly of band Girls Aloud, who also launched the brand's new Comfort Intense range.

For only one day, the Comfort Intense Garden included various flower varieties such as roses, foxgloves, daisies and peonies, along with a fountain and tree. 

All of the aforementioned features were made of approximately 1,846 items of clothing, of which 95% were sourced from charity Oxfam.

The garments were freshly washed in products from the brand's new Comfort Intense range, which includes four fragrances - Fuchsia Passion, Fresh Sky, Ocean Pearl and Sunburst.

Fernanda Tubini-Roberts, senior brand manager at Comfort, said: "Comfort Intense delivers intense freshness like no other fabric conditioner and we hope that creating this garden using clothes washed in Comfort Intense will show just how fresh your washing can be. 

Zaine Venter, group account director at ID added: "We are incredibly proud to have been part of such an immersive and unique experience. The intricate detail that went into the design and creation of the garden and fabric flowers was phenomenal and the response from the public was fantastic."

More: Comfort to open immersive garden made of clothes

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