Chelsea In Bloom
A tribute to seasonal blooms and creativity.
Each May, the streets of Chelsea burst into a spectacle of colour and creativity as Chelsea in Bloom returns. Now in its 21st year, the world-class alternative floral festival – produced by Cadogan in association with the Royal Horticultural Society (RHS) – has established itself as a much-anticipated event where artistry and nature combine to transform the neighbourhood’s storefronts into immersive botanical works of art.
Responding to this year’s creative brief, ‘Out of this World’, we looked towards the cosmos to create a scene of a utopian planet, turning our facade into a portal to a distant galaxy.
The heart of our installation centred on a series of celestial window panels depicting the symbols of the zodiac, outlined in a chrome finish and paying homage to our heritage gold stamping technique, accented by our star capsule artwork. As the light caught the metallic edge, it created a shimmering effect that framed the Spring Summer collection, star-strewn notebooks and leather accessories.
Beneath the windows, our display transitioned into an undulating extraterrestrial landscape. Mounds of grass and moss formed a surreal, hilly terrain, guiding visitors towards a futuristic seating area in our electric seasonal Ultra Violet shade.
Designed to mimic the curious botanicals of a faraway world, we chose an effervescent showcase of native English blooms. Architectural varieties such as lupins and foxgloves were grouped in sculptural, unexpected combinations with low-lying swathes of geum, phlox, and campanula. This imaginative arrangement felt entirely otherworldly, specifically composed to mirror the tonal palette of the collection heroed within the windows.
As part of our commitment to conscious design, the installation incorporated reusable and recyclable props. All plants were donated to 1st Place at Chumleigh Gardens in Burgess Park. This London-based charity provides early years education and family support, using their garden nursery and Forest School to help local children connect with nature and reach their full potential.
