Bailey consumer brands brought to life at Flora House

Endless Summer Hydrangeas, First Editions Shrubs & Trees and Easy Elegance Roses were brought to life during a two-day immersive brand activation Sept. 5-6 in the Garden at Ladurée SoHo in New York City.

Designed as a celebration of color, creativity and joy in the garden, Flora House was strategically timed to coincide with the start of the fall planting season.

The experience began with a VIP morning, where partners, media and creators were invited to explore the activation before doors opened to the public from 11 a.m. to 5 p.m. each day.

Guests stepped into a lush garden in the center of the city featuring plants from Bailey, where interactive displays, activities and educational touchpoints encouraged inspiration and discovery.

Other highlights included garden installations, the First Editions Plant-Sona quiz — which matched people’s personalities to plants — and a dried flower bookmark station, where attendees made a keepsake featuring dried flowers from each brand.

“I had the great pleasure of attending Flora House and was wowed by the displays in the garden,” said Gary Vogel, managing partner at East Coast Nurseries and grower partner for Endless Summer Hydrangeas and First Editions Shrubs & Trees. “Not only were the displays spectacular, but I also got to share garden ideas with plant lovers from the South, the Midwest and the Northeast. What a refreshing way to celebrate the green industry and all it provides to enrich our lives.”

Flora House was the culmination of Bailey Nurseries' data-driven marketing campaign, launched in May 2025, with the brands lighting up Times Square.

More than 1,400 attendees visited Flora House, contributing to a 606% year-over-year increase in impressions and 189% year-over-year increase in engagements across Bailey and Bailey Consumer Brands social media channels.

“Flora House allowed home gardeners to interact with plant brands in ways they don’t typically get to,” said Gretchen McNaughton, communication & content strategist at Bailey. “By adding experiential marketing to our campaign this year, we were able to create tangible, memorable experiences for home gardeners. We met people where they were, showed them what’s possible with plants and provided them with a pathway for how to make those garden ideas a reality. At the bottom line, Flora House allowed home gardeners to foster emotional connections to our plants and our brands, and those connections will make lasting impacts on their purchasing decisions for many gardening seasons to come."

Those unable to attend Flora House can take the First Editions Plant-Sona quiz to discover which plant matches their personality here.