The Kopparberg Urban Forest activation, which launched on 2 July, has aimed to highlight both Scandinavian and east London cultures through a line-up of live music, food and drink.
To celebrate the growing trend of gentlemen decorating their facial hair with flora, The Kopparberg Florist will invite male visitors on Saturday (2 August) to have their beard customised by London floral stylist Lara Sanjar. The most impressive beard of the evening will be voted for on Twitter and rewarded with a case of Kopparberg cider.
Female attendees will also have the chance to try on floral beards at the Kopparberg Urban Forest on the night.
The activity has been inspired by the brand’s summer advert that features an elderflower-bearded model.
Rob Calder, head of marketing at Kopparberg UK, told Event more than 17,000 have visited the activation since it launched.
"We’ve had wonderful people through the gates, the days have been chilled and the nights have been buzzing," he explained. "The food, music and drink has all gone down a treat and we’ve sold out of Kopparberg's elderflower and lime variety on more than one occasion. The weather has been really kind to us and the response to the programming has been very positive.
"The floral beard activity this weekend is a nod to our recent elderflower advertising. We decided to give something back to the local hipsters and take 'peak beard' to the next level with some blooming flowers."
The closing weekend of the activation will see Danish songstress MØ take to the stage. Other acts who have performed at the activation have included Kelis, Lucy Rose, former Supergrass frontman Gaz Coombes and Little Dragon.
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