Over the course of the summer 2022, the Superbloom at the Tower of London will slowly evolve, as 29 different species of flowers grow and bloom. In synchronisation, the digital version of this bloom will evolve too, accurately recreating the bloom’s flowers, the state of growth, and visiting wildlife in AR for audiences wherever they are.

To guarantee the authenticity of the digital experience, PRELOADED teamed up with Nigel Dunnett, the lead horticulturist for Superbloom, collecting a vast array of reference material. This material ranged from high resolution close-up photography, to historical lithographic prints of plant studies. We examined the plants at an anatomical level and then recreated them digitally. By creating each flower as modular elements – by stems, stamen, nodes, blades and buds – it was possible to animate each individual section during the growth animation creating an experience which looks and feels totally natural.

Like the physical bloom, the digital bloom moves through three distinct “waves”, which denote key milestones in the growth process, characterised by different flower combinations. The seasonality and authenticity of the waves creates a reason for users to return to the app and continue to connect with the site-specific event.