Loo Gardens

Background

Tideway aims to “reconnect London with the River Thames” through community, charity, art, and public space commitments. To highlight the tunnel’s monumental environmental impact in intercepting 95% of untreated sewage in the river, we wanted to tell the Tideway story in a meaningful and engaging way.

Our brief was to develop a creative, bold PR campaign that would inform, engage and excite audiences across media and social channels. Utilizing a 100m tunnel stretch over two weeks, we were tasked with creating a visual spectacle for press and an immersive experience for selected audiences.

How We Got There

To showcase the significant environmental impact of the Tideway Tunnel on the river ecosystem, we built an underground garden that would represent the regeneration of plant life and nature – both in London and beyond – thanks to Tideway. Nested 50 meters below ground, the garden installation featured native Thames waterside and underwater-inspired flora and repurposed waste from the riverbanks, all recycled post-event for minimal environmental impact.

Enhancing the experience, we partnered with composer Rob Lewis for a unique nature soundscape and worked with scent specialists to evoke grassy and wetland aromas in the garden. Finally, to truly connect with Londoners, we created a ticket lottery in partnership with Time Out, so members of the public could visit the garden before it disappeared forever.