A field of roses in the middle of Mayfair
As of November 30, Grosvenor Square will transform into Ever After Garden , a space with more than 27,000 white roses that will illuminate this square located in the London neighborhood of Mayfair.
Each of the bright roses represents friends and family that are gone, and visitors can plant their own roses in memory of their loved ones.
In addition, the cost of each rose planted will help raise funds for The Royal Marsden Cancer Charity.
EVER AFTER: TO REMEMBER AND ILLUMINATE
The garden has been designed by designer Anya Hindmarch and writer Camilla Morton in memory of her friend, the production designer and art director Michael Howells who worked on the movie Ever After: A Cinderella Story, Directed by Andy Tennant and starring Drew Barrymore.
After the loss of her friend, Camilla and Anya wanted to find a surprising and inspiring way to commemorate Howells and loved ones who are no longer with us.
Finally, they decided to baptize the facility with the name of Ever After, winking at the movie: “The Ever After Garden was born from the need to pay tribute to those we have lost during the year. It was an idea originally conceived with Camilla Morton in memory of Michael Howells and is named after the movie she designed the sets for,” says Anya Hindmarch.
"Nevertheless, this garden should be personal to everyone. For me, it is also in memory of my aunt Elizabeth Hindmarch. My wish is that this is a place to reflect at Christmas among all the festive cheer, and in doing so raise money for the incredible institution that is The Royal Marsden,” concludes Hindmarch.
A special way to remember loved ones who are gone
A FIELD OF WHITE ROSES THAT SHINES WITH ITS OWN LIGHT
The facility has been developed by Culture Creative , the same team that has also been in charge of the impressive Christmas at Kew Gardens.
The garden is designed so that Londoners and visitors to the British capital this December , remember your loved ones on these important dates in a very special way.
Ever After Garden is inspired in turn by another illuminated garden, Light Rose Garden , an exhibition first launched in 2014 by the Korean group PANCOMMUNICATION at Dongdaemun Design Plaza (DDP) in Seoul, Korea.
Light Rose Garden soon became the city's iconic attraction, attracting more than 6 million people in a month and beginning a world tour that kicked off in Hong Kong in February 2016.
Ever After Garden has been developed thanks to Grosvenor Britain & Ireland , In collaboration with PANCOMMUNICATION as well as with the support of Christian Dior Couture, Selfridges, Cain International, and various private donors.
FOR A GOOD CAUSE
Admission to Ever After Garden is free and if you want to "plant" a rose in the garden, the suggested donation of 10 pounds (about 11.70 euros), which will go to The Royal Marsden Cancer Charity , which supports pioneering cancer research and cutting-edge technology at The Royal Marsden NHS Foundation Trust.
"The Ever Ever Garden will help raise vital funds to support The Royal Marsden's innovative research that improves the lives of cancer patients around the world," he said. Antonia Dalmahoy, director of The Royal Marsden Cancer Charity.
Ever After Garden can be visited from November 30 to December 22 of 2019 every day, on schedule from 12 a.m. to 8 p.m.
Donations will go to The Royal Marsden Cancer Charity