Comfort

- The Comfort Intense Garden

iD collaborated with leading fabric conditioner brand Comfort and Golin PR to launch an immersive pop-up garden made entirely out of clothing garments. The Comfort Intense Garden was officially opened by former Girls Aloud member, Kimberley Walsh, in London's Covent Garden for one day only. Winner of 5 industry awards, including: Best Stand-Alone Experiential Activation, Best Creative Execution & Creative Event of the Year.

How it worked

  • The garden took over 159 hours to create and featured a range of flowers, a fountain and a tree made entirely out of recycled clothing
  • 95% of the approximately 1,846 garments used were sourced from charity Oxfam
  • Each garment was freshly washed in products from the brand's new Comfort Intense range
  • 12,520 Comfort Intense samples distributed
  • 93% of visitors said they would go on to purchase
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