Last week the horticultural world descended on West London at the Chelsea Flower Show. This annual event is fashion week for plants; the latest trends are showcased in incredible show gardens. But these show gardens aren’t just attractive – they are driven by ideas. Ideas that are then translated into an immersive experience with landscaping and plants. The gardens use shape, space, colour, light and texture subtly convey their message.
The ideas vary hugely. Some expressed provenance – the winner was a Japanese tea garden. Others are about encouraging disadvantaged people – like the King’s Trust Garden ‘Seeding Success’. There were gardens about the stigma of HIV, rehabilitation and the joy dogs can bring.
The parallels with the branding process were striking. The tools may be different, but the thought process is the same. Strong brands also start with an idea. They know what they want to say to the world. And then this idea is conveyed through a mix of design and experience.
This framework extends well beyond brands and gardens. When you view the world through the prism of ideas, you start to see them everywhere. What’s the idea behind your local restaurant, a film, or even a country? We might not always notice, but we all live in personal ideascapes that shape how we perceive the world around us. Brands are – or should aim to be – a part of this. Whether it’s garden or brand design; striking, original ideas stand out, speak to us, and can become part of our world.
