In pictures: Pimm's kicks off summer activations with giant teapot


Diageo drinks brand Pimm's has partnered with Grosvenor Events to create a giant teapot installation, which launched at Chelsea In Bloom last week (18-23 May).

The teapot was designed to enhance the horticultural event’s Mad Hatter’s Tea Party concept in the grounds of the Duke of York Square in south west London. 

The installation features two bar stations inside that serve up the British summer drink. Designed to look like an old lady’s living room, the interior has been decorated with retro wall paper, antique-style cupboards and framed pictures to match the history of Pimm’s.

The teapot will be featured at various events and festivals throughout the summer. Its next stop will be Bristol’s Foodie Festival on 26 June, where the brand’s Original and Blackberry & Elderflower varieties will be on offer to consumers.

James Passmore, marketing director at Grosvenor Events, told Event: "As a company we are passionate about creating brand experiences, we work with global brands and ensure we meet client objectives. For Diageo, our focus is creating the ‘perfect serve’ using a range of brands and eye catching production pieces within various locations.

"The teapot is such an iconic British symbol for the British people and visitors alike. As a unique events company we felt the teapot would enhance and enrich our style of events, but also give the consumers a Pimm’s experience to remember."

This week also saw the brand unveil a weather-activated out-of-home campaign in London and Birmingham. When temperatures hit 21 degrees, the advert appears, displaying local temperatures within the vicinity of each site alongside a picture of a jug of Pimm’s.

More: In pictures - Pimm's creates pop-up curry house

In pictures - The Persuaders and Grayling create Pimm's skipnics

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