Strategic brand activation, Flora House by Bailey, hosted in New York City
St. Paul, MN (September 16, 2025) – Endless Summer® Hydrangeas, First Editions® Shrubs & Trees, and Easy Elegance® Roses were brought to life at a two-day, immersive brand activation held September 5-6 in the Garden at Ladurée SoHo in New York City. Designed as a celebration of color, creativity, and joy in the garden, Flora House was strategically timed to coincide with the start of the fall planting season.
The experience began with a VIP Morning, where partners, media, and creators were invited to explore the activation before doors opened to the public from 11AM – 5PM each day. Guests stepped into a lush garden in the center of the city featuring plants from Bailey, where interactive displays, activities, and educational touchpoints encouraged inspiration and discovery. Attendees took in the beauty of the garden while also learning about the plants and the brands behind them. Other highlights included photo-worthy garden installations, the First Editions® Plant-Sona quiz – which matched people’s personalities to plants – and a dried flower bookmark station where attendees made a one-of-a-kind keepsake featuring dried flowers from each brand.
“I had the great pleasure of attending Flora House and was wowed by the displays in the garden,” shares Gary Vogel, Managing Partner at East Coast Nurseries and grower partner for Endless Summer® Hydrangeas and First Editions® Shrubs & Trees. “Not only were the displays spectacular, but I also got to share garden ideas with plant lovers from the South, the Midwest, and the Northeast. What a refreshing way to celebrate the green industry and all it provides to enrich our lives.”
Flora House was the culmination of the data-driven marketing campaign, launched in May 2025, when the brands lit up Times Square. This immersive activation brought that momentum full circle, delivering an experience that built awareness, engaged consumers, and ultimately drove retail conversion. Over 1,400 attendees visited Flora House, contributing to a 606% year-over-year increase in impressions and 189% year-over-year increase in engagements across Bailey and Bailey Consumer Brands social media channels.
“Flora House allowed home gardeners to interact with plant brands in ways they don’t typically get to,” adds Gretchen McNaughton, Communication & Content Strategist at Bailey. “By adding experiential marketing to our campaign this year, we were able to create tangible, memorable experiences for home gardeners. We met people where they were, showed them what’s possible with plants, and provided them with a pathway for how to make those garden ideas a reality. At the bottom line, Flora House allowed home gardeners to foster emotional connections to our plants and our brands and those connections will make lasting impacts on their purchasing decisions for many gardening seasons to come.”
For those who were unable to attend Flora House in person, the First Editions® Plant-Sona quiz offers a way to join in the fun and discover which plant matches your personality. Take the quiz here: https://firsteditionsplants.com/resource/plantsona/.