New Promotional Campaign Uses Live Flowers
In the midst of a concrete jungle, flowers are making a comeback in a big – and unexpected – way. A unique “Harmony Floralscape,” a vivid roadside work of art made up of more than 20,000 live flowers, was recently revealed along the Pasadena Freeway (SR-110) in downtown Los Angeles as part of the 2010 Toyota Prius’ launch campaign.
The Floralscape is one of nine oversize floral designs that will appear alongside California freeways, seven in the Los Angeles area and two in the San Francisco area. The displays were developed by Greenroad Media, Inc., using their Living Pixel technology, which takes screen images and replicates them with flowers.
What makes these displays so special? Unlike parade floats made from cut flowers, these huge floral tableaux are made up of about 20,000 living, seasonal flowers. Local businesses cultivate the flowers in “eco-crates” made from recycled plastic, which are later incorporated into the displays. Several different designs have been developed, and the displays will be changed and updated several times during the next four months.
Lars Jensen, national sales manager of Ellepot USA, worked with Greenroad during this project and is optimistic about the installations’ implications for floriculture on the whole. “Greenroad Media will indirectly help brand the horticultural industry nationwide, which can only benefit us,” Jensen wrote in an e-mail to GPN. “I wish them all the success possible and am thankful to them for coming up with a brilliant idea.”
Click here for a photo of the first installation.
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