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Chelsea retailers in full bloom for flower festival

On 21-26 May, more than 60 shops, restaurants and hotels created incredible floral installations for London’s Chelsea in Bloom floral festival, now in its 13th year.

Property manager the Cadogan Estate launched its floral festival in conjunction with the Royal Horticultural Society (RHS) Chelsea Flower Show. 

The theme of this year’s festivities was “Summer of Love”, inspired by the royal wedding and the cultural revolution of the 1960s and 1970s. The results included major installations from a “wedding breakfast” pop-up on Sloane Square (and opportunity to support Prince Harry’s official charity Sentebale), to a giant floral wedding ring on Pavilion Road.

Each year, the alternative floral art show asks Chelsea’s retailers, restaurants and hotels to adorn themselves with floral displays and compete for a prize.

This year’s winner of Best Floral Display was jewellery brand Monica Vinader, restaurant Harry’s Dolce Vita was highly commended and was also voted People’s Champion, and the Innovation Award given to sportswear brand Lucas Hugh. 

Lucas Hugh co-CEO and creative director Anjhe Mules said: “Winning the Innovation Prize for Chelsea in Bloom means so much, as it reflects an essential part of our brand DNA. It’s also the first week of opening our first physical store – so to have achieved both that and win an award feels like a great welcome to the neighbourhood. We’ve met so many lovely new customers over the last few days, who are really engaging with the brand and appreciating our involvement in such an important community event.”

Cadogan Estate chief executive Hugh Seaborn added: ”Chelsea in Bloom extends the world-famous flower show out into the local neighbourhood. It is wonderful to have all eyes firmly on the area for the week – and see the significant impact that it has for our retailers. We have a record 65 shops, restaurants and hotels participating, aside from huge central displays across Sloane Square, Pavilion Road, Sloane Street and Duke of York Square, for 2018’s Summer of Love theme.

“This year in particular, we have noticed the power of social media fuelling the event, and feedback from many businesses on how great it is to feel the benefits of being ‘famous’ with the continual crowds outside and inside their stores. It is a clear demonstration of the power that bricks and mortar retail has – creating the right experience has never been more essential. This is something that we are continually evolving – how can we support our retailers in creating an inspirational shopping experience? As long-term stewards of Chelsea, our focus is on creating vibrancy through a careful balance of top international flagships, best-in-their-field independent artisans and a great mix of places to eat and drink.”

 

 

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