Chelsea in Bloom 2024
One of our favourite trips of the year is our day out seeing Chelsea in Bloom, London's premier floral art show, which once again graced the streets of Chelsea with a burst of colour and creativity. With the theme ‘Floral Feasts’, the event celebrated culinary delights through captivating floral installations adorning the frontages of over 120 businesses, shops, and restaurants. Produced by Cadogan in collaboration with the Royal Horticultural Society (RHS), Chelsea in Bloom extended the magic of the Chelsea Flower Show into the local neighbourhood, creating an immersive floral experience for visitors and locals alike.
From The Ivy Chelsea Garden to Cartier, the streets of Chelsea were transformed into a floral wonderland, with each display drawing inspiration from culinary favourites, memorable foodie scenes, and beloved characters from film, literature, history, and art. Central installations such as 'The Very Hungry Caterpillar' by All For Love London on Sloane Square and 'The Lady & The Tramp' by Amie Bone on Sloane Street mesmerised us with their intricacy and charm.
One of the highlights of this year's Chelsea in Bloom was the partnership with two special charities, The Felix Project and The Confetti Club. Visitors had the opportunity to pledge donations in support of The Felix Project, combating hunger and food waste across London, while also contributing to Cancer Research UK through The Confetti Club's initiative of repurposing fresh petals as confetti.
Chelsea's rich horticultural heritage and culinary reputation were beautifully intertwined throughout the event, creating a harmonious blend of nature and gastronomy. Our favourite displays were:
Monica Vinader - Florist Carly Roger’s.
One of our favourite displays, a clever play on a British picnic in the countryside. A stunning mix of flowers and colours, including peaches and purples, and a clever use of moss. Dressing the Monica Vinader store perfectly, flowers flowing inside and out.
We loved the use of different varieties of flowers, such as the primula Japonica.
Cartier
A beautiful array of reds, to a mix of dainty yellows.
Large installations were accompanied with delicate and artistic window arrangements.
Olivia Von Halle
Described as a soft, feminine and dreamy installation, we would definitely agree. Inspired by Lawrence Alma-Tadema’s famous painting "The Roses of Heligoabalus’. We love the mix of pinks and reds, and the delicate attention to detail.
Astrid & Miyu
A display centred around a floral and citrus tables-cape, bringing the Dolce Vita lifestyle to this King’s Road store. We love the mix of colours used.
Ricky Paul Flowers
One of the central displays this year was by London florist Ricky Paul Flowers. A very fun installation of Winnie-the-Pooh’s picnic. We’re always in awe of the time spent making installations like these, the attention to detail is very impressive. We loved the honey on the spoon!
Ricky Paul flowers was the chosen florist for various displays this year, one of which was Trinny London store on King’s Road. We loved how in-keeping with their branding these florals were, inspired by founder Trinny Woodall’s zest for life.
Moyses Stevens
A beautiful bright display from florists Moyses Stevens. An explosion of flowers and colour beneath a fun take on the rocket ice lolly.
Vardo
A striking display of a La Bomba cocktail.
Provenance - Florist Rebel Rebel
‘Field to Fork’, a display showcasing a beautiful British meadow and the pastures where produce comes from.
Lululemon - Florist Zoe Greenfield
A beautiful bright display, ‘a feast for our eyes that symbolises the arrival of brighter days’.
We spoke with florist Lucy Vail about what it’s like being involved in these types of events, it was great to hear feedback from her and her team…
What was the the inspiration behind your floral creation for Chelsea in bloom this year?
The inspiration for our Chelsea in Bloom creation comes from the theme ‘Floral Feasts’. We aimed to capture the essence of this theme by drawing from the rich tradition of the Dutch Masters’ still life paintings, known for their opulent depictions of fruit and vegetables. Our sculptures blend dried and fresh flowers, plants, alongside other materials , to celebrate Chelsea’s botanical heritage and culinary delights. We wanted to evoke the spirit of these classic artworks while adding a modern twist, creating a ‘floral feast’ for the eyes and senses.
What challenges did you encounter during the planning and execution of your display?
A lot of floral design is creative problem solving, and the ‘challenges’ are what make the job exciting. One of the main challenges we faced this year was achieving the intricate balance between scale and detail whilst staying true to our wild and natural studio style. Gravity defying logistics aside, crafting oversized elements that still retained the delicate textures and shapes of real fruits and vegetables required meticulous planning and execution. Additionally, working with a mix of dried and fresh materials as we often do (we’ve recently created a one-of-a-kind installation for Sketch in Bloom which also used dried and fresh flowers to a very different effect!) can present logistical hurdles, as we had to ensure the freshness and longevity of our displays throughout the build and week following.
How do you approach the staffing and coordination aspects of creating such a large-scale installation?
We always joke that when we show up for a job, we bring an army, and it’s because it’s true! Staffing and logistics for such a large-scale installation involves meticulous planning and clear communication. We assemble a dedicated team of wonderful skilled freelance florists and support staff who share our vision and attention to detail. Each team member is assigned specific roles and projects, we like to use the same faces regularly so we know how to work with everyone’s strengths. It means we can cover a lot of ground quickly, which is often essential when working at scale, especially when working across multiple sites and designs as we were this weekend. We love our freelance team and build days really are the best days!
What role does collaboration play in your participation in Chelsea in Bloom, particularly with other businesses and organisations?
Walking around Chelsea today after such a fun and adrenaline fuelled weekend has been nothing short of delightful. It really is something to behold and makes me so proud to be a part of this wonderful industry! Collaboration is at the heart of our participation in Chelsea in Bloom. Working with Cadogan, the RHS, and other local businesses allows us to create a more cohesive and impactful display. These partnerships provide us with valuable resources, insights, and support, which naturally enhances the overall quality and reach of our installations. By combining our expertise and creativity with the vision of our collaborators, we can deliver a richer, more engaging experience for visitors.
In what ways has the theme ‘Floral Feasts’ influenced your creative process and design choices?
The theme ‘Floral Feasts’ is everything! We draw a lot of influence from the intersection of art and nature, and often incorporate culinary delights within our designs so it was fantastic to be given the opportunity to work with them on such a large scale. We were inspired to create sculptural still lifes that not only replicate the look of lavish feasts but also convey the richness and abundance associated with them. This led us to experiment with a diverse array of materials, including dried and fresh flowers, plants, and even vegetables, to achieve realistic textures and vibrant compositions. The theme guided us to focus on opulence, playfulness, and elegance, resulting in installations that are both visually stunning and thematically relevant.
As a seasoned participant, what advice would you offer to florists and freelancers considering involvement in future Chelsea in Bloom events?
My advice to florists and freelancers considering Chelsea in Bloom is to embrace creativity and collaboration. Start with a clear vision that aligns with the event’s theme, but be flexible and open to new ideas and inputs. Building strong relationships with partners and suppliers is crucial, as their support can significantly enhance your project. Pay attention to detail and quality, as the competition is high and every element matters. Lastly, enjoy the process and the opportunity to showcase your artistry on such a prestigious platform – it’s a chance to learn, grow, and make lasting impressions with your client and the wider public!
So if you visited or not, we hope you’ve still taken some inspiration from the stunning floral displays of Chelsea in Bloom. Which one is your favourite? We’d love to know.
