The sponsorship of this annual event is an example of how wealth managers can promote brands and back causes that tap into ideas around nature and sustainability.

Cazenove Capital, the UK firm, yesterday said it is continuing to partner with the annual Orchid Festival at Kew Gardens in London, which is returning to the Princess of Wales Conservatory on 3 February 2024.

“Kew is home to one of the largest botanical collections in the world and supporting its research into biodiversity reflects our firm’s commitment to protecting the environment and finding nature-based solutions to climate change.”, Mary-Anne Daly, chief executive at Cazenove Capital, said.

Financial firms such as Cazenove, including private banks, have sponsored the arts and cultural events to build their brands. Examples include EFG International, sponsor of The Gramophone Classical Music Awards, Banca del Fucino in Italy and its support of the Teatro dell’Opera in Rome; M&G’s sponsorship of the annual Chelsea Flower Show; Julius Baer's support for the Montreaux Jazz Festival, and Societe Generale, the French bank, with its music sponsorship programme.

It will be the 28th year of the Orchid festival and for 2024 the event will take inspiration from the tropical flora and fauna of Madagascar where the Royal Botanic Gardens, Kew has had its Conservation Centre since 1986. The Princess of Wales Conservatory will be transformed to showcase a series of horticultural displays and living sculptures which celebrate the world’s fourth largest island. With ten different display zones, the festival will replicate the unique biodiversity of Madagascar, all under one roof. 

“It’s always rewarding for the team to plan, design and install the Orchid festival each year and for 2024 it’s wonderful to be able to draw inspiration from the incredible plant and animal life of Madagascar - an ecosystem like nowhere else on Earth.”, Solene Dequiret, Supervisor of the Princess of Wales Conservatory, RBG Kew, said.