Bailey Consumer Brands Brought to Life at Flora House Event
At a two-day, immersive brand activation event held Sept. 5-6, 2025, in the Garden at Ladurée SoHo in New York City, the following Bailey Consumer Brands were brought to life:
View all
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.
Flora House — Presented by Bailey Nurseries
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 11 a.m. to 5 p.m. each day. Guests stepped into a 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,” says 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. More than 1,400 attendees visited Flora House, contributing to a 606% year-over-year increase in impressions and a 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,” says Gretchen McNaughton, Communication & Content Strategist at Bailey Nurseries. “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.”
Subscribe to eNewsletter
