Consumer: Grow! at Selfridges

Marking the beginning of spring with a celebration of urban and guerilla gardening, renowned department store Selfridges in London is hosting the Grow! project throughout the month of April. Both in- store installations as well as window displays celebrate the art of urban gardening, exploring how the modern urban dweller can reconnect with nature without leaving the city.

Highlights of the project include guerilla gardening group Seedbom’s grenade shaped soil-filled wrap, designed to be thrown in urban areas to create pockets of nature, whereas Richard Reynolds, one of the world leading experts in guerilla gardening, has styled the windows. Exclusive to Selfridges, Icelandic jewelry brand HAF by Hafstein Juliusson, mixes nature with fashion jewelry with its Growing Jewelry range where miniature garden replicas are fused with playful silver pieces.

Combining the strong current trend of urban gardening with retail, Linda Hewson, Selfridges Head of Creative, says that the aim of Grow! is to inspire people to embrace unexpected ways to garden in the city. As the trend of urban and guerilla gardening continues, The Grow! project is a great example of this current ever-expanding trend.

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