Londoners, particularly singletons, were encouraged to pick flowers from the installation.
The activation was inspired by Swedish folklore, which states that if someone picks seven types of flowers and places them under their pillow on Midsummer, they will dream of their future spouse.
Brazen PR worked with Rekorderlig to install the giant flower sculpture.
The brand also joined forces with the likes of Ikea and Snowqueen Vodka to sponsor Midsummer festivities held in Hyde Park and Hanover Square on 20 June. Organised by the Swedish Chamber of Commerce, the event brought together Swedes from around the capital.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.