Athenaeum Hotel launches Pinterest competition in celebration of Chelsea Fringe & RHS Chelsea Flower Show

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Category: Hotel

Created on Friday, 11 May 2012 15:37

Athenaeum Hotel launches Pinterest competition in celebration of Chelsea Fringe & RHS Chelsea Flower Show

On 19th May The athenaeum Hotel will launch an ‘Urban Gardens' Pinterest competition that will run until the end of ‘Chelsea Fringe’ - the new ‘festival of flora’ which aims to spread some of the excitement and energy around gardens and gardening in the run up to RHS Chelsea Flower Show. The creator of the winning ‘mood board’ will be awarded Evergreen Tea for two at The athenaeum.

On 19th May, as London starts to turn green in the run up to RHS Chelsea Flower Show, tourists and locals will once again witness giant floral displays and visual tributes to the annual horticultural show appearing around the capital. Installations, events and experiences, exhibits, talks and walks will also take place thanks to ‘Chelsea Fringe’ – a new initiative that will run alongside the historic show.

The athenaeum Hotel, who’s Living Wall was installed three years ago in conjunction with RHS Chelsea Flower Show, would like to encourage users of Pinterest, the photo sharing website, to capture this activity and to ‘pin’ the best horticultural happenings for all the world to see!

Tim Richardson, the Chelsea Fringe Festival Director and Gardening Writer, says; “The living wall at The athenaeum Hotel is living proof that Urban Landscape projects can be beautiful, glamorous and cutting edge.This project is a great opportunity to showcase everything that is being achieved in this area across the capital whether they are fringe projects or not. Good luck to everybody who enters, enjoy pinning!”

The athenaeum Hotel will upload it’s own set of images on to Pinterest to help inspire participants and will ask entrants to tweet their boards with the hashtag #AthenaeumUrbanGardensCompetition. The hotel’s General Manager Simon Wakefield will select the mood board that he feels best portrays the transformation of London and the creator will be sent a voucher for the award-winning Evergreen Tea for two people at The athenaeum.

Simon Wakefield, General Manager of The athenaeum Hotel says; “London is such an exciting place to be in the run up to RHS Chelsea Flower Show and the ‘Chelsea Fringe’ is a welcome addition for Londoners and tourists alike. We hope our competition will capture some of the action for as many people as possible to see. Our Living Wall continues to amaze and excite guests and passers-by – it is definitely a breath of wilderness in the midst of a city, which is what this competition and the ‘Chelsea Fringe’ are all about.’

The Living Wall at the athenaeum is a unique architectural landmark that has transformed the streetscape of Piccadilly; the outdoor living tapestry represents a fusion of the hotel with its Royal Parks environment – bringing the outside in. Three years after it was installed it is in full bloom and has become a valuable shelter for biodiversity. Highlighting the hotel’s participation in making London a greener place, it adds nature to the daily life of not only hotel guests but of London’s residents alike.