This bold and highly visible collaboration is designed to bring the beauty and delight of Nature to Chelsea, London’s creative heart.

Louis Vuitton, Cadogan and SUGi collaborated for the first time in Autumn 2021 by introducing a SUGi Pocket Forest on Pont Street. The 240 Sq m Pocket Forest is close to Louis Vuitton’s elegant store on Sloane Street and part of the Cadogan Estate. Together with local schools, we planted 630 native trees and shrubs; 77 species in total. This “Heritage Forest” is already acting as a blossoming example of urban rewilding and ecological sustainability in a highly visible urban corridor. Amidst the bustle of Pont Street in Chelsea, the forest is not only growing biodiversity, but cultivating community bonds and reminding us how interconnected we are with nature and with each other.

In the Spring of 2022, our collective journey to ‘rewild’ Chelsea continued with an ambitious two-phase project known as the “Serenity Forest.” Phase 1 creates a native pocket forest at the entrance to RHS Chelsea Flower Show. Sited on the iconic roundabout just outside the Bullring Gate, the installation illustrates how minimal urban space can create maximal biodiversity, reintroduce indigenous species, and reconnect people with nature in our cities. The three growth stages of a ‘Miyawaki’ forest not only mimics the density of an ancient forest, but creates a crown-like structure in celebration of HRH Queen Elizabeth II’s Platinum Jubilee.

Phase 2 transferred the installation to a permanent home at an iconic site in Chelsea. Serenity Forest transforms an unloved, concrete space into a thriving native forest, providing nourishment to flora and fauna, as well as to local residents.