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Successful PR campaign in Munich

11 February 2025

The Flower Effect Tunnel, which could be admired last year at the Alte Pinakothek in Munich, attracted lots of attention. An estimated 5,000 people visited this enchanting floral installation.

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Flower Effect Tunnel München

As part of the exhibition ‘Nature into Art’ by Rachel Ruysch, the installation showed how flowers offer colour, joy and connection. And with success too, as nearly 98% of visitors indicated that the flowers and tunnel had a positive effect on them - leading to feelings of joy, inspiration, relaxation or curiosity, while 90% stated that they were in a better mood after their visit:

"There should be more installations like this", "The smell of flowers stimulates all senses, making the experience better", "I felt very happy and was thrilled by the installation" – Comments that do not come as a surprise to us, because we’ve known for some time that flowers make you happy!

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Flower Effect Tunnel Duitsland

The Flower Effect Tunnel attracted considerable media attention and even made the national press. The Abendzeitung paper, for example, published two extensive articles with pictures and Der Spiegel also reported on the installation. Another highlight was the promotional campaign organised in various metro stations and the central railway station in Munich, which brought the message to the attention of an even wider group of consumers.