‘Project Plant’ is the UK’s first urban pizzeria which takes its ingredients directly from the farm to the table. Visitors enter a series of immersive domes, filled with crops of mushrooms, tomatoes, basil and rocket. They are then invited to create their own personalised pizza by selecting their preferred combination of ingredients, before being cooked by plant-based pizzeria Purezza on site.

Samsung has combined its technology with resources from sustainable pizza partners, Purezza and social enterprise GreenLab, to create the immersive experience. The project aligns with Samsung’s roots in connectivity, tech and the role it plays in supporting small spaces to grow and develop. The pop-up showcases exciting opportunities in urban farming and pushes consumers to consider how small changes in their routine can contribute to a wider impact.

Amy Campbell, director of corporate marketing at Samsung UK & Ireland, says, “Through Project Plant, we hope to further inspire our customers, and demonstrate how connected technology can help power small space growing.”

While walking through the geodesic domes, the visitors can interact with the crops fuelled by Samsung technology. They can listen to the sound of tomatoes growing, watch misting mushrooms and help regulate the irrigation of leafy green towers.

The initiative is supported with the #DoWhatYouCan hashtag on social media, which works to drive awareness of its brand promise, to encourage people to defy barriers, be curious and do what they didn’t think was possible. A virtual programme has also been developed to bring the campaign to a wider online audience.

Social media and community management was handled by RAPP, with Starcom involved as the media agency and Group9 as the media partner.