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Cloudy Bay returns to RHS Chelsea Flower Show kicking-off its summer campaign

Published:  01 May, 2015

The iconic New Zealand wine brand Cloudy Bay returns to the RHS Chelsea Flower Show for the third year with a show garden designed by brothers David and Harry Rich.

Maria Ines Pina, senior brand manager said: "Chelsea Flower Show is an important platform for us. Our young designers, David and Harry, are perfect ambassadors for Cloudy Bay. They push boundaries in garden design with a dynamism that resonates with Cloudy Bay's pioneering spirit."

For the past three years Cloudy Bay's exhibit has been an expressive interpretation of the wines and this year will be no different, however the winery did increase its presences with a main avenue garden location. The architects chose plants that are said to visually reflect the aromatic characteristics and colour of Cloudy Bay signature wines.  For example, the brothers choose plants that reflect the "freshness" of Sauvignon Blanc and  the "earthiness" of Pinot Noir.

"As a visual representation of Cloudy Bay's essence, the garden is an exciting way for us to engage with our customers," said Pina.

There will also be a Cloudy Bay Bar at the show which will be designed by W3, a creative agency ,which will tie in with the larger exhibition in the show. The bar offers guests a "quiet retreat" away from the show that is set to attract more than 161,000 visitors.

As a further link with the activity that the brand will be doing at the show, Cloudy Bay has also partnered with two on-trade establishments as part of a further extension of the campaign. At the St. Pancras Renaissance Hotel there will be a Cloudy Bay Garden pop-up that features a floral 'living-wall' installation in the Hansom Lounge. The pop up will run from 6 of May to 24, 2015.

Following the conclusion of the show, much of the exhibition that was built at the Chelsea Flower Show will be re-purposed for a Cloudy Bay Garden Terrace at Oxo Tower Restaurant for guest to catch a glimpse of what attendees of the Chelsea Flower Show experienced.