Immersive fabric garden, by iD


An immersive garden comprised of flowers and installations made from recycled clothing sat in Covent Garden, London, last week.

The garden was designed by iD consultancy, and was a marketing campaign for fabric conditioner brand Comfort’s new Intense range.

It featured a mix of real flowers such as roses, foxgloves and daisies, sitting alongside flowers, a fountain and a tree made from recycled clothing.

Almost 2,000 socks, bobble hats, ties and shirts were sourced from charity Oxfam, and washed in one of four fragrances from the Comfort Intense range, before being sewn and stitched.

The garden also included a swing and “secret door”, inspired by children’s novel The Secret Garden.

Zaine Venter, group account director at iD, says creating the installation was an “immersive and unique experience”.

The installation was live for one day on 16 July, within the Piazza in Covent Garden. It took almost a week to construct.