Louis Vuitton & Cadogan

Rewilding Central London with Louis Vuitton & Cadogan

This collaboration elevates The Art of Rewilding to bring the beauty and delight to Chelsea, London’s creative heart. Our bold and visible partnership reinforces the third pillar of Louis Vuitton’s Journey of Commitment to circular practices, responsible sourcing, and climate action.

Heritage Forest - Kensington & Chelsea, London, UK

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.

Discover the forest

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.

Phase 2 will transfer the installation to a permanent home at an iconic site in Chelsea. Serenity Forest will transform an unloved, concrete space into a thriving native forest, providing nourishment to flora and fauna, as well as to local residents. Please stay tuned for updates on its  permanent home.

Serenity Forest - Kensington & Chelsea, London, UK

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.

Discover the forest

“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.

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.

In 2021, we planted our first self-sustaining Heritage Forest in the heart of Chelsea where we were able to involve our LV colleagues & local schools to volunteer, take part in the planting and reconnect with nature. We have many more exciting plans in 2022 to accelerate positive change.”

Amandine Rohmer

— Managing Director, UK, Ireland and South Africa

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.

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