A Look Into Gucci's Secret Times Square Garden

A Look Into Gucci's Secret Times Square Garden

To promote the new fragrance "Bloom," Gucci covered Times Square in dogwood, lilacs and cherry blossoms.

To promote the new fragrance "Bloom," Gucci covered Times Square in dogwood, lilacs and cherry blossoms.

Text: Madison Breaux

Earlier this summer, Harper's Bazaar teamed up with Gucci to create a pop-up garden right in the center of Times Square. Dakota Johnson, Hari Nef, Petra Collins, and Alessandro Michele posed for photos in the lush garden created by celebrity floral designer Eric Buterbaugh to show off Gucci's ethereal and nature-inspired clothing. For this exhibit, Buterbaugh covered Times Square in flowers that were flown in from all over the world, including roses, peonies, dogwood, lilacs, and cherry blossoms—all things you wouldn't normally see draped from the subway grates in New York City. The scenic floral background was surprisingly inspired by the idea of "urbanity and how scent can be a way to travel somewhere that does not exist," according to Michele. "It's a surreal idea of wearing a garden."

The urban garden was also created to promote Gucci's new fragrance, Bloom. Michele set out to combine the traditional with the modern, both with the fragrance and the aesthetic of the campaign. The scent is a floral blend of jasmine and tuberose that captures the dreamy essence of the photos that going along with it. The fragrance is already available for purchase and can be yours for $94 a bottle.

Credits: IMAGE COURTESY OF Alexi Lubomirski

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