Not Actual Size

Sofas & Stuff
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Roots of a Masterpiece

Seeding curiosity with a niche audience of garden lovers.

Campaign strategy
Creative concept
Social content
Digital
Experiential

Sofas & Stuff wanted to launch their RHS botanical collection at the prestigious Chelsea Flower Show.

But at the height of Spring, furniture was not top of mind for these keen gardeners.

The Idea

We gave our plant-obsessed audience exactly what they were looking for: artistic inspiration.

How it came to life

We put the real creative geniuses like founder Andrew Cussins, at the centre of the story. 

A designer sketches floral motifs on paper at a worktable covered with fabric samples and botanical references, while Andrew Cussins stands nearby observing in a softly lit studio.
A wooden table with floral fabric swatches, paint tubes, jars of green and gold paint, paintbrushes, sketch papers with drawings, a pair of scissors, and a potted plant with yellow flowers.
Founder Andrew Cussins sits at a worktable sketching textile designs, surrounded by floral fabrics and upholstered furniture from the RHS Sofas & Stuff collection. Text reads: From plant to print, and advertises the RHS Chelsea Flower Show.

At Chelsea Flower Show, we surprised visitors by recreating the artist’s studio, an immersive experience blooming with botanical art. 

A watercolour painting of flowers on paper sits on a floral tablecloth, alongside a paint palette, colour swatches, a stack of green books, and a glass jar with a paintbrush in water.
Recreated artist’s studio at the RHS Chelsea Flower Show, featuring a wooden worktable with botanical sketches, paints and books, fabric swatches pinned to a board, and floral textiles hanging around the space.
Founder Andrew Cussins seated at a worktable in a recreated artist’s studio, surrounded by botanical sketches, paintbrushes and floral fabrics at the RHS Chelsea Flower Show stand.
Floral-upholstered sofas and cushions displayed inside the RHS Sofas & Stuff stand at the Chelsea Flower Show, with garden planting visible through the open window behind.

A collage of floral curiosities and glimpses into the creative process was shared across social and digital channels, in stores and even on the streets.

Botanical illustration prints and floral fabric samples clipped inside a shop window, with reflections of the street layered over the display.
A branded Sofas & Stuff taxi with floral artwork parked outside a Sofas & Stuff store, extending the campaign visuals onto the street.
Three people sit on stools in a fabric showroom, discussing and examining patterned textiles hanging on display. The room has fabric samples, framed photos, and a cosy, creative atmosphere.
A sticker featuring vintage-style floral art, a QR code, and the text A floral frenzy. Unearth the inspiration behind the masterpiece is attached to a metal pole on a city street with blurred pedestrians and shops in the background.

The stand was visited by the King and won a 5-Star Trade Stand Award.

An elderly man in a red uniform and black hat sits on a floral sofa. He wears a lanyard with badges and medals on his uniform, and is surrounded by plants and floral decor.
An older couple stands on a porch surrounded by potted plants and flowers. They smile at each other warmly.
A brick garden pavilion with a blue sign reading Sofas & Stuff stands amid lush greenery and blooming flowers; a person is visible inside, partially obscured by a floral-print sofa.

What our clients said

“This campaign shows we are heading in the right direction as a brand and how confident we are in our messaging.”