45R | Floral Activation Workshop

Client Objectives

45R hoped to use the floral activation to introduce VIP customers to the handcraft behind the brand's Indigo indigo-dyed collection.

During the dyeing process, each piece of fabric develops different layers of blue depending on the temperature, time, and texture of the fabric. The brand wanted the activation not only to use blue as its visual theme, but also to let customers experience first-hand the handcrafted quality that makes every piece slightly different.

Our Approach

We organised an Onsite Floral Activation for 45R across 5 stores, with 100 customers taking part.

After receiving the event brief, we did not use ready-made blue flowers. Instead, we took inspiration from the hand-dyeing process of the Indigo collection and dyed each fresh flower in different shades of blue.

The team worked with five types of fresh flowers, including Spray roses, gerberas, peonies, and carnations. The dyeing results were affected by time, temperature, and the texture of the petals, so the colour and texture of each flower were never exactly the same, echoing the distinctive characteristics of Indigo fabric dyeing.

Among them, indigo-dyed carnations were the most popular with customers. After dyeing, the textures and variations in shade on the petals became more pronounced, creating a visual effect reminiscent of denim.

Activation Experience

During the activation, many customers took the initiative to ask the florists about the flower-dyeing methods and production process. In addition to offering an experience of selecting flowers and creating a Flower Bouquet, the indigo-dyed flowers also provided an entry point for introducing the craftsmanship behind 45R Indigo.

The activation spanned 5 stores, with 100 customers taking part. Each customer selected different flowers and combinations, while every hand-dyed fresh flower had its own hue and texture.