Loo Gardens - a botanical garden in Tideway’s new super sewer bringing to life the restoring of nature to a polluted Thames.
EARNED MEDIA | EXPERIENTIAL
LOO GARDENS
Brief
Tideway had completed its landmark Super Sewer — a project designed to reconnect London with the River Thames. By intercepting 95% of untreated sewage overflows, the sewer would dramatically improve water quality and restore the river’s ecosystem. In the midst of negative press about river pollution, Tideway needed a bold, positive way to celebrate this environmental milestone.
Solution
We created the UK’s first underground botanical garden, located 50 metres beneath London — filled with the very plants and wildlife expected to return to the Thames thanks to the Tideway tunnel.
The immersive installation featured:
Native Thames-side flora and underwater-inspired planting
A bespoke natural soundscape by a composer who had worked with Kew Gardens
Scented wetlands aromas designed by London perfumers
Sculptural plant life made from waste materials dredged from the river
All materials were recycled after the event.
To ensure wide public engagement, we partnered with Time Out to
run a competition, giving Londoners a rare chance to explore the
garden firsthand.
Results
PR reach: 456 million
Sentiment: 100% positive
Requests to visit: 5,000
Fly-through of the gardens
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PR Moments Awards
B2B campaign of the year - Finalist
Best Use Of Creativity - B2B - Finalist
Public Sector Campaign Of The Year - Finalist -
Agency: Boldspace
Executive creative director: Mike Beukes
Creative Director: Matt Weston
Creatives: Elliott Payne | Sophie Webster
Art director: Yuko Kondo
Designers: Martina Consoli
Strategy: Adam Larter
PR team: Lou Kelly | Alice Kennedy
Production: Tom FranzYear: 2023