A dried-rose installation across seven stores in three states, built to survive two months without a drop of water.
Jurlique is an international skincare and wellness brand known for their use of botanicals and natural ingredients. It was founded in Adelaide by Dr Juergen Klein, a botanist and naturopath, and his wife Ulrike – and it’s from their own names that the name “Jurlique” was created!
For the past 35 years, the brand has stuck to its ethical, environmentally friendly, and natural path, following the journey of all their ingredients from biodynamic farm to finished product. Jurlique is now stocked in over five thousand stores worldwide and has hit number 2 in Australia’s top prestige skincare brands.
The Challenge
Jurlique were looking for help to launch their new product range, “Rare Rose”, a facial oil moisturiser. The brand was excited to finally be able to treat their customers to an interactive in-store experience after the restrictions of lockdown. And there was no better time for a new floral product than the beginning of spring!
Yet with activation sites across Melbourne, Sydney & Brisbane, it was difficult to find a florist who could take on a brief of this scale, let alone across the 3 states, in 7 different stores, over only 2 days. This is where Fig & Bloom came in.
Jurlique engaged Fig & Bloom to produce a floral installation that would tie in with the launch of their new product. This installation needed to last 2 months, to survive the length of the brand activation… yet the challenge was that it had to be completely natural. The use of synthetic flowers would have conflicted with their natural, biodynamic brand essence.
Fig & Bloom would also have to produce a structural solution for each of the 7 activation sites, as the stores had entirely unique layouts, and 5 of the 7 didn’t have any existing anchoring points for the installation. Given the product launch was “Rare Rose”, Jurlique also wanted to feature roses as the centrepiece of the designs.
The installation needed to last two months, and it had to be entirely natural.
The Solution
From brief to launch, the Fig & Bloom team solved Jurlique's challenge in just 1 month. Our honed events process meant we could design, prepare, and set up in the time Jurlique needed.
The team at Fig & Bloom designed installations using a soft pink colour palette and natural Australian greenery. The flowers and foliage were dried so that they could be fitted to the installation and continue to look good for the full 2 months of launch activities. The last thing we wanted was for the flowers to change colour, or shrink, and the design to therefore change during the brand activation, so we ensured that they were dried ahead of time.
We used Australian Eucalyptus for a fresh feel, which was drying for 2 weeks prior to installation. We also sourced around 1,000 preserved delicate, soft pink and apricot rose heads to mirror the natural radiance offered by the Rare Rose facial oil. They were the only dried roses of this shade in the whole of Australia! The roses were sold as heads only, so the Fig & Bloom team sourced an appropriate stem from heavy duty BBQ skewers… and the result? A long-stemmed, everlasting rose.
Fig & Bloom align closely on a shared passion for sustainability, so we were pleased to be able to provide them with a solution that fit their environmentally friendly values. As the installation was entirely made of dried blooms, there was no need for a water source such as floral foam. The mounting structures were also made using chicken wire – so there was no plastic in sight.
The Result
Against all odds of limited preserved rose resources, time-intensive set up, complicated store layouts and lack of fixtures, the fragility of dried flowers and foliage, and short timeframes… the Fig & Bloom team were pleased to develop a solution that held both the durability and colour consistency the Jurlique brief called for.
The installations are currently still on site – go ahead and visit them while you still can!
Work With Fig & Bloom
If you’re looking for a considered display for your next corporate event, product launch, or visual merchandising display, request a quote from Fig & Bloom today. Simply fill in the form by clicking the button below, and we’ll be in touch in no time.
