Brand Snapshot | Chelsea in Bloom returns for 2019
Chelsea in Bloom, the world-class alternative floral art show that transforms Chelsea’s most iconic streets with breath-taking floral displays, returns for 2019, with this year’s theme of Under the Sea.
Produced by Cadogan, in association with the Royal Horticultural Society, Chelsea in Bloom runs from the 20th-25th May and extends the Chelsea Flower Show out into the local neighbourhood, offering a contemporary floral spectacle for visitors to view for free.
Over 80 shops, restaurants and hotels have confirmed participation, from Sloane Street, Pavilion Road, Duke of York Square, and for the first year, the legendary King’s Road, to celebrate its re-launch in 2019. The wide range of retailers involved span from leading fashion retailers including & Other Stories, Boden, Bulgari, Rag & Bone, Monica Vinader, Essential Antwerp, J Crew, Club Monaco, Nike, BOSS, The White Company, Rixo and Lululemon, as well as restaurants including Hans’ Bar & Grill, Polpo and Rabbit, all interpreting the Under the Sea theme in their own unique way to compete for the coveted award of ‘Best Floral Display’.
Sloane Square will once more become home to an Information Point (to book a free rickshaw ride or walking tour of the area’s highlights), pop-up bar area and stunning central floral installation created by florists ‘All For Love London’ featuring a show-stopping coral reef complete with giant dolphin made from mixed foliage, and an octopus with tentacles of celosia heads and pincushion proteas. Another large-scale floral installation making up the spectacle will be a giant 4m Orca Whale situated on Pavilion Road, which will be created out of tropical leaves jumping out of a base of mixed shades of delphiniums, hydrangeas and frothy gypsophila. Meanwhile, on Duke of York Square, florists ‘Maison de Fleurs’ have created a giant turtle comprised of a mixture of plants, succulents, moss and brightly coloured flowers.
For the first time, Cadogan is working alongside charity partner Plastic Oceans UK, whose vision is to end plastic pollution. For those wishing to take part, a charity point will be in situ on Sloane Square, with an interactive installation to raise funds and awareness.
Each year, Gold, Silver, Bronze and Merit Awards are awarded to participants by RHS judges, in addition to the top awards for ‘Best Floral Display’, ‘Highly Commended’ and ‘Innovation Award’. Voting for ‘People’s Champion’ is decided by the public – voting opens on the Chelsea in Bloom website from Tuesday 21st May (closing at midnight on Thurs 23rd and announced on Friday 24th May).
Over the years, the Chelsea in Bloom competition has become a fixture in London’s summer cultural calendar, attracting audiences from around the globe. This year will be no different, with a record number of participating retailers and an exceptional line up of visually stunning floral displays, all free to view and experience.
Images: David Parry