Ricola

Together with Antwerp floral artist Tom De Houwer, we built a 17-metre herb tunnel on the Groenplaats, constructed from over 1,300 real plants. Not just any greenery, but the very herbs that have formed the backbone of Ricola’s iconic herb sweets for 95 years.

In the middle of one of the busiest squares in the country, a green oasis appeared. Visitors left the city behind for a moment and quite literally stepped into the world of Ricola: surrounded by fragrant herbs, colour and lush greenery, they got a chance to slow down.

We kicked off the activation with an exclusive press moment and a dinner alongside the tunnel for brand ambassadors and local content creators. Then the doors opened to the public — and people came flooding in.

In just three and a half days, the herb tunnel drew more than 20,000 visitors. The activation generated a media reach of four million, and thirteen content creators delivered 500,000 organic impressions. Even after the tunnel came down, Ricola continued to take root in Antwerp: the 1,300 plants from the installation were given a second life with Antwerp residents.