Among all the beautiful gardens at this year's RHS Flower Show at Hampton Court Palace in London, there's one that's a little different. This year sees the show's first virtual reality garden, and it was built by Cancer Research U.K. as a memorial to people who have remembered the charity in their wills.
Creative agency Atomic London and creative studio Rushes created the virtual garden to celebrate and thank those who have left a gift to the charity. The "Life Garden," which is running till July 10 at the show, invites people to don an Oculus Rift headset and be transported to a seemingly endless field of flowers. All in all, there are 100,000 flowers bearing the names of supporters who have remembered the charity.
Following its launch at RHS Hampton Court Palace Flower show, the virtual garden will be on display at a number of locations around the U.K. at specially designed "tribute events," where family and friends of supporters can come and see their loved one remembered.
Guy Bradbury, founding partner and executive creative director at Atomic London, said in a statement: "Virtual reality is too often used as a gimmick -- to make people feel like they're on a roller-coaster or walking through a fantasy world. With the Life Garden we've created something that emotionally engages and moves people by starting with the idea and using the technology as the most suitable channel, rather than starting with the technology and trying to work backwards."