Nottingham’s new dining destination
The Nottingham food scene got a little more exciting in October 2025. We helped launch the first East Midlands outpost of the legendary Ivy brand, as it opened its 45th restaurant in the Collection.
The Ivy Nottingham Brasserie occupies the city’s former Hugo Boss store, an iconic building dating back to 1885 that showcases the grandeur of the Victorian era. From a floral-inspired city-centre stunt to an exclusive media preview and star-studded opening night, this was a launch designed to turn heads. Rooted in Nottingham’s character, yet unmistakably refined, our campaign introduced The Ivy Nottingham Brasserie with all the excitement and polish the brand deserves.
Bringing The Ivy to Nottingham
The Ivy Collection needs little introduction. Renowned for its all-day dining and timeless appeal, it’s a name synonymous with quality. Our objective was to build anticipation, generate buzz, and drive bookings – long before the first guests walked through the doors.
In the run-up to the launch, and to mark the opening of the reservation line, we took The Ivy’s signature style to the streets. Nottingham’s Market Square was transformed with a pop-up flower stall, created in collaboration with local florist Everwild and paired with Ivy-branded newspapers announcing details of the launch. Each hand-tied bouquet was finished with Nottingham lace, a subtle nod to the city’s heritage.
To maximise buzz around the stunt, influencers and local press were invited to capture the moment live – and spread it across their audiences for further reach.
The first 100 people to sign up to the mailing list were gifted a bouquet personally handed out by the new general manager – a small gesture that made a big impression and allowed him to meet his new customers.
Media and influencer momentum
As part of our PR and influencer strategy – carefully planned to hit two target demographics – we also hosted a ‘first look’ at the Brasserie. Nottingham Post and local lifestyle page Notts Happening were given exclusive access to the interiors, menus and atmosphere.
Coverage from Nottingham Post introduced readers to the new venue and highlighted the Brasserie’s design and character. Meanwhile, Notts Happening produced a punchy short-form video that quickly made an impact across Instagram and TikTok – generating around 663,000 views, 37,000 likes, and 23,300 shares (within first month of launching).
By engaging local media and influencers early, we ensured that Nottingham’s tastemakers were part of the story from day one, creating anticipation and excitement ahead of the official opening.
A launch night to remember
All the build-up culminated in a launch night where every detail was deliberate, starting with the guest list itself. We worked closely with The Ivy team to curate a mix of press, influencers, local names and celebrities, ensuring the room reflected the brand’s sophisticated identity and maximised reach across all channels.
Guests walked the green carpet into an evening of live music from a roaming brass band, DJ sets, and flowing champagne and canapés. Every element, from lighting and floral arrangements to signature cocktails and service touches, was carefully considered to encourage shareable content while maintaining the elegance The Ivy is known for.
The Ivy Nottingham: Launch success
The results speak for themselves. Before the doors officially opened, over 7,000 covers were booked into the restaurant – significantly above target – a remarkable start for Nottingham’s newest dining destination. Coupled with strong media coverage and influencer engagement, the campaign ensured that The Ivy Nottingham Brasserie opened with style.
