Aims

As the new headline sponsor of the RHS Chelsea Flower Show, The Newt had three major sites for activation during show week.

The RHS Chelsea Flower Show is the world’s greatest gardening showcase. We dovetailed into this celebration by focussing on the very essence of The Newt: the land of Somerset, from green hills to apple trees.

We wanted to bring The Newt to Chelsea by positioning the brand as a leader and innovator in the worlds of gardening and hospitality. We wanted to bring a fresh, youthful energy to the show.

The Newt Cyder

Our Services

Grand Central was appointed to become lead projected managers across The Newt’s ambitions sponsorship goals as well as oversee, deliver and facilitate all of the activations during show week. We were the lead conduit between the client team, RHS and a portfolio of best-in-class contractors delivering the activations.

Managing over 100+ individuals during the show build and de-rig as well as the specialist front and back-of-house client teams throughout show week.

Premium Hospitality

2,500 VIP Guests

Immersive Experience

3 x Virtual Reality Pods

Sold Out

160,000 Show Week Visitors

Hospitality Suite

Our Hospitality Suite served as a VIP venue for invited guests and show dignitaries. Somewhere to rest feet and a welcome sanctuary from the busy show. A luxurious and sophisticated space that didn’t exist anywhere else on site – it became the hot ticket and talking point amongst those in the know.

Interiors – intrinsically connected with The Newt gardens, with rich shades of green creating a feeling of calm and connection with the outdoors. A smoked panel with plants behind evoked Somerset mists and offered a ‘wow’ moment when guests arrived. Comfortable lounge areas and coffee tables offered spaces to relax, with books relating to food, gardening and the history of Somerset.

The Story of Gardening

The Story of Gardening was designed to be an interactive walk-through of 3,000 years of gardening history, featuring 9 different time periods: classic, Islamic, medieval, renaissance, Chinese, Japanese, English landscape, cottage gardener and 20th-century city.

The internal space had 2 semicircular walls with a central copper tubular installation allowing for a multi-sensory garden experience through – sight, smell, touch, and sound.

The Official Cyder of the RHS Chelsea Flower Show

The Cyder Stand served as a tasting experience for The Newt’s Fine Cyder. This allowed the chance to tell the story of the cyder, showcase the team’s knowledge and entice visitors to discover all things cyder.

The visual direction was dedicated to the Parabola – with trained apple trees, as well as the fragrant, bee-friendly herbs used throughout the Parabola, thyme and lavender. This created an immersive experience for show visitors – sipping cyder amongst the apple trees.

Grand Central have a great understanding of the Show and how it operates and are able to deliver for their clients.  Grand Central are both great to work with and their attention to detail is first class. The activations were brilliant and added real value to show visitors.

Head of Partnerships – RHS

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