B&B Italia commissioned Stephen Woodhams to design the entire concept for the launch of their new store on the Brompton Road London (originally designed by John Pawson) together with the launch of Patricia Urquiola new ‘Outdoor’ collection. The concept was also to be adapted for the in-store launch in Milan, Munich and Barcelona. The big idea I came up with was to use Magnolia grandiflora trees which are very Italian – a nod to the company origins. Being an evergreen it was also perfect for a March launch, and the trees were used together with 1700 fragrant white hyacinth bulbs in each store location to get us in the mood for the onset of spring. I took the concept through to the invitations, and used magnolia leaves to dress the ‘Bar Stations’ at the various parties, and completely covered the lift shaft in Milan using over 4500 leaves! We also made clear Perspex containers, lined with magnolia leaves and rows of white hyacinths, with all the roots exposed for display throughout each store. We organised and managed the whole project from design to installation in each country.