Alice + Olivia, the renowned American fashion brand founded by Stacey Bendet, is shaking up its marketing strategy with a unique and localized approach. The brand has taken over the Harvey Nichols Terrace café and dining space in a campaign called “Alice + Olivia Secret Garden”. This pop-up space celebrates the arrival of spring and pays homage to the beauty of flowers, which are the defining feature of the season. The horticulture haven will remain open until the end of the month.
To enhance the experience, Alice + Olivia has partnered with Grey Goose Essences to offer flower-infused cocktails and mocktails. In addition, guests can enjoy “pressed flower treats” inspired by the brand’s spring collection. The timing of this event aligns perfectly with the Chelsea Flower Show, which will be taking place just a mile away from the Harvey Nichols store from May 22-27. This strategic move aims to attract flower enthusiasts who are visiting the city for the renowned flower show.
To add an extra touch of nature to the dining experience, Alice + Olivia will be presenting a bouquet to all guests dining on the Terrace from May 25-28. This gesture adds an element of excitement and appreciation for nature, making the overall experience even more memorable.
The Alice + Olivia spring collection on display during the Secret Garden takeover features a range of stylish pieces designed to capture the essence of the season. The collection includes cropped tailored blazers with matching shorts, chiffon blouses, embellished tops, floral dresses, and wide-legged pants. The floral dresses, in particular, are described as being “speckled with hints of bright colors as if a garden comes to life on the garment itself”. This attention to detail truly captures the essence of the Secret Garden theme.
The UK market has become increasingly important for Alice + Olivia since the brand opened its first standalone store in Mayfair last summer. The store, which occupies 2,000 sq ft on prestigious Bruton Street, marked the brand’s 18th international retail location. In addition to its strong presence in the UK, Alice + Olivia currently operates 25 stores in the United States.
Alice + Olivia’s Secret Garden takeover at Harvey Nichols Terrace is a testament to the brand’s commitment to providing unique and immersive experiences for its customers. By merging fashion with nature and creating a horticulture haven, the brand continues to establish itself as a leader in the industry. With its captivating spring collection and special offerings, Alice + Olivia is sure to attract fashion enthusiasts and flower lovers alike.
Useful links:
– Alice + Olivia Official Website: https://www.aliceandolivia.com/
– Harvey Nichols Official Website: https://www.harveynichols.com/
