“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.”
Mark Colle
From 1 February to 30 April 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 colour, 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 programmes.
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 favourite 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 masterclasses.
The art gallery at La Vallée Village near Paris will be turned into a sensory lounge involving ‘sight’ (Cedric Porchez & Marianne Guely) and ‘taste’ (pâtissier Pierre Hermé). 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 personalisation 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
For further information, please contact: PressOffice@ChicOutletShopping.com
About Chic Outlet Shopping®
Chic Outlet Shopping® is the Collection of luxury outlet Villages by Value Retail, the only company to specialise exclusively in the development and operation of luxury outlet shopping villages. Currently home to more than 900 boutiques, the nine Villages offer the previous seasons’ collections of leading luxury fashion and lifestyle brands with savings of up to 60%, and sometimes more, on the recommended retail price, all year round.
Within easy reach of some of Europe’s and China’s favourite gateway cities – London, Dublin, Paris, Madrid, Barcelona, Milan, Bologna, Brussels, Antwerp, Cologne, Frankfurt, Munich and, in May 2014, Suzhou in China – the Villages are defined by high fashion, superior service and hospitality, a calendar of celebrated events, and exceptional value for money. Located in regions of cultural and historic renown, the Villages have become international tourist destinations in their own right.
Value Retail’s new venture to bring its distinctive Chic Outlet Shopping® Villages to China will see its first Village – Suzhou Village – located in historic Suzhou, 50 miles west of Shanghai. As with other members of the Collection, Suzhou Village™ will be defined by its offer of international luxury fashion and lifestyle brands, together with an exceptional level of service.
About Mark Colle
Described as ‘the hottest name in flowers’ by The Sunday Times, and collaborator of choice for Dior’s Creative Director, Raf Simons, Antwerp-based Mark Colle is one of the most sought-after individual florists in the world. Colle learned his craft at the age of 15, through flower arranging for his family’s local florist. There, he discovered the beauty of flowers – not just the exotic ones, but unconventional blooms that people would usually dismiss. Today, Colle creates floral installations for many high profile clients from his studio, Baltimore Bloemen. His ability to marry the needs of his clients with the beauty of flowers is unparalleled.
About Botanic Gardens Conservation International
BGCI is a global leader in the conservation of plant diversity, working with botanic garden members and other partners worldwide. The charity’s work is vital, as maintaining plant diversity is intrinsically linked to human well-being, poverty alleviation and tackling global climate change. BGCI works on biodiversity policy issues, research related to endangered species, practical conservation, training, and environmental education. Its mission is to mobilise botanic gardens and engage partners in securing plant diversity for the well-being of people and the planet.
Notes to editor
“Fashion florist Mark Colle is the perfect partner to herald spring throughout the Chic Outlet Shopping® Villages. His distinctive style will bring the Villages into bloom with a riot of colour and texture for our guests to enjoy. The far-reaching international campaign ‘Chic Goes Wild!’ will help raise awareness of the important work of the Botanic Gardens Conservation International.”
Desirée Bollier, Chief Executive – Value Retail Management
To celebrate the first Chic Outlet Shopping® Village in China, Suzhou Village (scheduled to open in May 2014), there will be an opportunity to win a once-in-a-lifetime trip for two to Shanghai, with a VIP tour of the Botanical Garden courtesy of BGCI. Entries can be made via the Chic Outlet Shopping® website, ChicOutletShopping.com
Contacts
Sophie Wood
Senior Communications Executive
Email Sophie.Wood@havasprme.com
Tel +971 4 455 6000 Dir +971 4 4556152
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