Chic Outlet Shopping bursts into bloom with its spring campaign “Chic Goes Wild!"
Creating floral installations for some of the world’s leading fashion houses, I am particularly excited by the prospect of working with Chic Outlet Shopping®, where many of these incredible luxury brands are in one place. The Village environments have proved a very inspirational medium and I hope guests will enjoy the finished result.” – quote made by Mark Colle
From February 1 to April 30, 2014, the Collection of nine Chic Outlet Shopping® Villages in Europe is going wild! The Villages will come to life with spectacular floral installations created by guest Creative Director Mark Colle. Trailing a blaze of color, beautiful blooms will spring up throughout the malls. In hot demand throughout the fashion world for his inimitable creations, Colle made his name by taking flowers that had been forgotten over time and turning them into something extraordinary. The Antwerp-based sensation is the florist of choice for top couture houses including Dior, for whom he created the famous “wall of flowers” at Raf Simons’ inaugural show.
For “Chic Goes Wild!,” Chic Outlet Shopping® is partnering with Botanic Gardens Conservation International (BGCI), to help preserve endangered species of wild flowers. At least 25% of the world’s plant species are threatened with extinction in their natural habitats – a figure that BGCI aims to reduce through its conservation programs.
For spring 2014, fashion looks to all things floral for one of the biggest trends of the season. Floral prints, accessories and scents will be popping up across the Villages, from brands including Yves Saint Laurent, Missoni and Mulberry. For wild flowers to grow and blossom around the world, books of Chic Outlet Shopping® seed sticks will be available at participating botanic gardens local to each Village. The cause will go global digitally as guests tweet their favorite floral looks with the hashtag #CHICGOESWILD. A host of exciting events will be taking place, unique to each Village, which promise to surprise and delight guests visiting the Villages this season.
As part of the special events for this spring’s campaign across the Collection of Chic Outlet Shopping® Villages, Bicester Village near London will be teaming up with Kew Gardens to provide a special Shopping Package, as well as orchid master classes.
The art gallery at La Vallee Village near Paris will be turned into a sensory lounge involving “sight” (Cedric Porchez & Marianne Guely) and “taste” (patissier Pierre Herme). In addition, guests will be able to participate in floral workshops and fragrance testings. Exciting Shopping Packages are being launched in conjunction with Au Nom de la Rose, Le Jardin des Plantes, Vaux Le Vicomte and the Fragonard Museum.
At Fidenza Village near Milan, Shopping Packages include partnerships with BCGI, Salon de Mobile and Fuori Salone.
The Spanish Villages’ campaign will be led by Astrid Muñoz (model and photographer): a “Cabinet des Sens,” featuring exquisite and unusual products and experiences, is opening at Las Rozas Village near Madrid with money being donated to BCGI. Special workshops on offer at Las Rozas Village and also La Roca Village near Barcelona include cooking with flowers, botanical cocktail tastings and perfume personalization sessions and seminars with botanical gardens experts.
To coincide with Chic Goes Wild!, Maasmechelen Village in Belgium is offering a Visit Brussels Shopping Package, which includes a Visit Brussels Card, tickets on the Shopping Express® luxury coach service from Brussels to the Village, a VIP Card providing a 10% reduction on purchases at participating boutiques in the Village, and a €25 gift card. With the Visit Brussels Card, customers have free access to the Botanical Gardens outside Brussels (a member of BCGI). It is also offering a second Shopping Package in the Limburg region, which includes a visit to Mondo Verde, a unique park featuring gardens styles from all around the world.
Finally, in Kildare Village near Dublin, expect flower bombing – special floral displays popping up around the Village and appearances from fashion writer and editor, Susie Bubble, Irish television presenter, Angela Scanlon, and Dublin-born television presenter, fashion writer and stylist, Darren Kennedy.
All of the Shopping Packages can be found at ChicOutletShopping.com/shoppingpackages
The tourism industry is being offered from 10% commission on the net price on Chic Outlet Shopping® products and Shopping Packages, including the Shopping Express® luxury coach service. The travel and tourism industry and MICE market can use the online booking platform, Chic Travel, to create and purchase bespoke travel itineraries featuring local partners as well as Chic Outlet Shopping® products. The portal can be accessed atChicOutletShopping.com/chictravel