MONC at The RHS Chelsea Flower Show 2025

In 2025, I led the strategy and creative execution for MONC's presence at the RHS Chelsea Flower Show, delivering a multi-faceted brand experience that championed MONC's ethos of care, curiosity, and collaboration. Inspired by the resilience and symbiotic nature of lichen, I designed MONC's trade stand to reflect themes of cooperation, balance, and adaptability. Amid the installation, a mirror prompted a meaningful question to the viewer. How do you want to see the world? To extend MONC's reach beyond the stand itself, I developed a seeded wildflower paper fan activation. Designed as both a practical takeaway and a lasting reminder of the brand, the fans were distributed throughout the show grounds and surrounding area, driving awareness and encouraging visitors to engage with both the stand and MONC's online store. Alongside the physical brand experience, I supported MONC's partnership with award-winning garden designer Tom Massey and his team during the construction of the Avanade Intelligent Garden by conducting and producing an interview with Tom for the brand's editorial series, In The Frame. Creating content that explored the intersection of design, innovation, and nature while documenting MONC's involvement in one of the show's most celebrated gardens. Together, these projects combined experiential design, brand activation, and content creation to strengthen MONC's presence at the world's most prestigious horticultural event.