ABOUT

Founded in 2020 by top model Constance Jablonski and foodie entrepreneur Maggie Frerejean-Tattinger, French Bloom is among the first products to meet the growing demand for luxury wellness non-alcoholic drinks. First released in France and celebrated in French Vogue, French Bloom selected LEAP to provide design and production services for their UK launch, exclusively at Selfridges.

LEAP supported French Bloom’s UK launch from concept development and creative design through to managed production and installation as a Selfridges Wine Shop takeover and window display. Throughout the process, LEAP worked closely with the French Bloom marketing team including brand owner Maggie Frerejean-Tattinger.

“As a new brand, we take our marketing efforts seriously and have always maintained high standards to connect with our consumers. We are delighted by the results of the Selfridges launch, and it is refreshing to work with a collaborative agency like LEAP that understood very quickly our market area and brand universe. Together, we launched a product that captured all of the UK's attention and helped position French Bloom as market leader of the premium alcohol-free sparkling category.”

For the Wine Shop takeover, LEAP’s designers channelled the brand’s ethos of wellness and balance, as well as French Bloom’s earthy, Bohemian style. Wooden in-store display cases feature dried flowers and uniquely hewn stones placed amongst the products. Printed text reads, “Revel in togetherness. Let’s Bloom.” This echoes the brand’s celebration of the social aspects of self-care and wellness.

A bed of dyed flowers within a surreal yet calming landscape provides the setting for the French Bloom bottles in the Selfridges window display. Presented on specially sourced stones set atop elegant wooden bar stools, the products lean towards each other to reflect the ‘togetherness’ brand message.

Within the first week of launching at Selfridges, French Bloom was the best-selling product in the wine shop. The physical brand activations also had an extended life online through shoppable Instagram content.