Cherry blossom immersive experience opens in central London - 'Joy in people's faces'

A free interactive experience celebrating the beauty of flowers and blossoms has been launched in London by the National Trust.

Nature’s Confetti opened on April 3 at the digital exhibition space at Outernet, near Tottenham Court Road Station. The Now Building is also home to the Butterfly Trail interactive experience.

The new display features videos of flowers blossoming and London’s cityscape, sounds of nature, and music from music and sound design studio Father.

Jeannette Heard, from the National Trust, said: “The joy in people’s faces as they saw the blossoms growing across the ceiling was incredible to see. All age groups seem to be having fun.”

The exhibit’s videos showcase the life cycle of flowers, and feature interactive elements allowing visitors to simulate flower petals being blown in the wind.

It is part of the trust’s Blossom campaign, a celebration of spring and flowers, which had launched in 2020, just before the Covid pandemic.

“What we wanted to do was to find a moment in our seasons where people could actually just stop and notice nature and have a connection,” Ms Heard said.

She said the campaign was inspired by hanami, the Japanese custom of appreciating the cherry blossom season as a community.

“I think it’s just a lovely moment of mindfulness,” she said.

The first Blossom campaign was held online due to lockdown restrictions, but 2024’s campaign features events across London and the UK.

Upcoming events include free workshops at a pop-up space on 109 Fleet Street, taking place in the week beginning April 22.

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Ms Heard said: “That’s what the National Trust is all about now, trying to ensure that more people get to enjoy or actually just connect to nature.”

National Trust director of communications Celia Richardson said celebrating nature is vital because the climate crisis is disrupting weather patterns and plant growth.

In a speech following the exhibit’s launch, she said: “One of the big challenges with this campaign is that every year we can’t rely on spring behaving like it used to.

“When people know the seasons, and they can understand and connect with them, they really are starting to understand what climate change is all about.”

Jessica Dracup-Holland, Outernet’s chief marketing officer, said: “We want audiences to feel immersed in nature, to transport them through the beauty and magic of blossom.

“As well as enjoying the sheer spectacle of the piece, there is an important message too - how we must cherish the glory of nature in the face of ever-increasing environmental threats.”

Visitors have the opportunity to donate to the trust’s Plant A Tree appeal, which aims to plant and establish 20 million trees by 2030.

Nature’s Confetti is open to visitors until April 28.