Flora House reimagined Bailey’s portfolio of commercial brands as a single immersive garden gathering designed to feel equal parts neighborhood café, greenhouse escape, and social clubhouse. As Bailey’s first major experiential activation, the project centered on the challenge of bringing multiple brands together under a parent company that was less familiar to consumers, while still allowing each product line to maintain its own identity.

The experience unfolded through a series of layered interactions designed around community and self-expression. Guests explored branded garden moments, participated in a custom digital “plant persona” quiz, created pressed flower bookmarks, and gathered around café seating for espresso drinks, macarons, and tabletop games that encouraged people to linger rather than pass through.

Oversaw creative direction from early concepting through execution, including narrative development, experience strategy, interactive programming, and environmental storytelling. 

LOCATION Ladurée Soho, NYC

PRESS Garden Center Magazine, & @nyclovesnyc

AGENCY DERA LEE PRODUCTIONS