Rewilding Iconic Cities with Louis Vuitton
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Forests
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Trees
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Square Meters
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Native Species
This is a story with many unfolding chapters. Our bold and visible partnership reinforces the third pillar of Louis Vuitton’s Journey of Commitment to circular practices, responsible sourcing, and climate action.
Louis Vuitton, Cadogan and SUGi collaborated for the first time in Autumn 2021 by introducing a SUGi Pocket Forest on Pont Street to bring beauty and delight to Chelsea, London’s creative heart. The 240 Sq m Pocket Forest is close to Louis Vuitton’s 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.
In 2023, Louis Vuitton extended this special partnership with a commitment to rewild another remarkable city, Cape Town, South Africa.
More is coming.
Heritage Forest
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.
Serenity Forest
Serenity Forest is an ambitious project that brings together Louis Vuitton, Möet & Chandon, and Cadogan Estate, furthering their collaborative efforts to ‘rewild’ the heart of London with SUGi.
Located on Chelsea Square, adjacent to the Royal Brompton and Royal Marsden hospitals, this project will transform an unloved, concrete space into a thriving forest that will provide nourishment to hospital patients and local residents - as well as to native flora and fauna.
Through the revival and preservation of biodiversity in the locality, Serenity Forest will also serve as an important nature hub within London for years to come.
“Louis Vuitton is committed to community and environment, both globally and in the local communities in which we operate, and a dedicated Positive Impact Committee has been created in the UK to lead on projects such as this one.”
Amandine Rohmer — Managing Director, UK, Ireland and South Africa
Cape Flats Forest
Cape Flats Forest is an ambitious project with an important educational aspect that will see SUGi collaborate with SEED, a Permaculture Design School located in Mitchell’s Plein, just on the edge of Cape Town.
A SUGi Pocket Forest will complement this green campus, which already features outdoor classrooms, compost toilets, food gardens and seed gardens. Cape Flats Forest creates an opportunity for the school to become a hub for future Miyawaki Forest Makers.
Schotsche Kloof Forest
Located in this historic Bo Kaap district, this forest will have its home in Schotsche Kloof Primary School. It will transform a disused, unloved plot into a haven for biodiversity in this Cape Town suburb.
The forest will provide important educational - and pastoral - enrichment to the school community, to pupils and teachers alike, who will be able to observe rewilding in progress and take joy from having their own forest a stone’s throw away from their classrooms.
“Partnering with SUGi, we are thrilled to be investing in nature, and giving back to the local community in such a positive way, as well as helping play a part in restoring the biodiversity of this magnificent city.”
Amandine Rohmer — Managing Director, UK, Ireland and South Africa
Synergy Forest
As cities such as London continue to grow and expand, they often result in the loss of green spaces, which can have negative effects on the environment and human well-being.
This community-based project in Battersea is leading the charge in bringing nature back into densely populated areas. By creating outdoor recreational spaces and growing their own food, the locals are taking steps to enhance their environment and promote natural areas.
The Art of Rewilding — Chelsea Flower Show 2022
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.
Partners in Rewilding
We embrace partners who share our vision of building biodiversity and green infrastructure. Each strategic collaboration is uniquely tailored.
We rewild with visionaries from iconic global brands to sustainable start ups, from city officials to pioneering designers, architects, and artists.
